Lily O’Brien’s releases latest spring desserts confectionery series

Irish-founded luxury chocolatier, Lily O’Brien’s has moved to extend its offerings with creating a new exclusive desserts collection, as it seeks to continue expanding its position within the boxed confectionery segment, writes Neill Barston.

The business, which is now owned by Polish-registered Colian Holding, is has now release its new series this month at Asda stores, and has initially launched on promotion at £9 across selected stores, with a target market including Mother’s Day gifting.

As the company noted, its Spring Desserts Collection features the best-loved flavours from Lily O’Brien’s signature Desserts Collection. The sweet-inspired favourites from around the world include Hazelnut Torte, Raspberry Infusion, and Crème Brulée alongside the following new additions in a 24-piece box: Triple Chocolate Shot filled with rich dark chocolate ganache topped with creamy caramel and a sprinkle of white chocolate flakes, as well as its Berry Eton Mess, which is blended with crisp meringue pieces and white chocolate in a milk chocolate shell.

The launch follows its last key limited-edition launch, Christmas Desserts, which accounted for more than £1.5M growth in retail sales over the festive season.

Marketing Director for Lily O’Brien’s, Karen Crawford, said: “Lily O’Brien’s is all about luxury without the premium price tag – so we can reach a wider audience across both casual and inlaid box gifting.”

“Our previous limited-edition SKUs have surpassed expectations, supporting our brand and category share growth. Shoppers are looking for affordable, premium gifts which make a statement for different occasions. By tailoring our innovation to these moments, we can create a vibrant fixture which entices shoppers.” The new Spring Desserts Collection joins the classic Desserts Collection which is available as an assorted 16-piece box in milk, dark and white chocolate.



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