Thorntons revamps kids range

Luxury chocolate company Thorntons has continued its extensive rebrand with a colourful overhaul of its children’s range.

The redesign features a range of illustrated cartoon characters by an anonymous French artist and unique colour-coded packaging tailored specifically to boys and girls.

‘It’s all about creating adorable characters and jolly colours that appeal to the children, but also appeal to the child within all of us,’ says Thorntons’ design manager Alex Nicholson.

‘We based the product shapes on children’s favourite things, like trains, tractors and cars for boys and butterflies, flowers and princesses for girls,’ he says.

Cashing in on the confectionery market’s recent health kick, the company has tailored the revamp to coincide with its decision to remove artificial colours, preservatives and GM ingredients from its children’s products.

‘We know that customers are increasingly concerned about what their children eat, and we wanted the new range to reflect that,’ says Nicholson.

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