Elizabeth Shaw acts on impulse with stylish new Mint Crisp initiative

IMPULSE-AND-SEASONAL-BOWSELIZABETH SHAW, one of the UK’s oldest and most famous confectionery companies, is springing into action by creating stylish new seasonal designs for its brand-leading Mint Crisp chocolates and a new pack specifically for the impulse sector.

Elizabeth Shaw Mint Crisp chocolates are now available in a 43g impulse pack with an RRP of 99p. Launched in dark and milk chocolate varieties, the attractive seven-piece pack is designed to tap into the growing self-treat category and will be important in driving sales in the independent sector.

Malachy McReynolds, Managing Director of Elizabeth Shaw, commented: “The new pack satisfies the need of the impulse market, combining indulgent treats, innovation and all-round appeal for chocolate lovers.”

The new impulse pack complements the 175g Dark Mint, Milk Mint and Orange Crisp packs, which retail around £3.29.

Chocolates are seen as a perfect gift and Elizabeth Shaw has for the first time launched special packaging for the key Christmas season featuring attractive bow and gift tag motifs. The new packaging will enhance the brand’s appeal for the growing gifting category.

Established in 1881, Elizabeth Shaw is famous for a range of premium-quality products spearheaded by its brand-leading Mint Crisp chocolates with crunchy honeycomb pieces. This year will see the Bristol-based company embarking on an exciting and innovative programme of new product and packaging development, strongly supported by its biggest-ever advertising, PR and promotional campaign for both Mint Crisp and the iconic Famous Names liqueur chocolates.

“We are delighted to be offering retailers and consumers the most exciting, innovative and comprehensive range of fine quality chocolates in the company’s history, with a support programme to match,” said Malachy McReynolds. “Elizabeth Shaw and Famous Names are iconic brands synonymous with quality chocolates and are therefore the perfect choice for all gift-giving occasions.”

Elizabeth Shaw chocolates will benefit this year from a major support, including national magazine advertising, promotions, competitions and consumer sampling at lifestyle events such as The Chelsea Flower Show and the BBC Good Food Shows at Birmingham NEC, Glasgow and London Olympia.

Trade enquiries should be directed to Elizabeth Shaw. Tel: 0117 937 1200. Email: mail@elizabethshaw.co.uk