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Press release December 2, 2008 Food & Wine

Chocolate theatre from renowned Scottish chocolatier

An amazing, interactive destination for chocolate lovers is being brought to Edinburgh's high street by the UK's leading chocolatier, Thorntons.

The chocolate dream maker is opening its doors to its first new concept store north of the border, on Edinburgh's famous Princes Street on Wednesday 29th October. Thorntons is creating a contemporary and exciting, interactive experience for its customers, with new-look stores launching in five locations across the UK - Kingston, Reading, Bluewater, Nottingham and now Edinburgh.

Chocolate theatre will be brought to the store by Thorntons chocolatier and Edinburgh local Ross Sneddon, who was formerly the head pastry chef at Number One restaurant at The Balmoral Hotel.

Inspired by the feel of a welcoming ‘British Kitchen', the colourful new concept has a chocolatier in every store to hand finish and personalise chocolates, hand temper chocolate on marble slabs and smash toffee and chocolate from slabs to create take home boxes - all this taking place right in front of the customer's eyes. The stores also feature a flowing chocolate waterfall for customers to dip fresh strawberries, fudge and marshmallows in and the well trained staff will be on hand to give customers expert advice for a very premium customer experience.

Alongside more well-known Thorntons favourites are new, innovative products: big slabs of toffee and chocolate to smash, chocolate shapes for kids speciality chocolate smothered liquorice and milkshakes and smoothies. The big in-store delicatessen will create a theatrical experience for customers to watch the chocolatier at work and interact with the product.

During a period when many high street retailers are facing difficult times, Thorntons has continued to deliver strong sales growth and this store innovation is set to continue this trend. Peter Wright, Marketing Director commented, "I want our customers to enjoy an amazing chocolate experience every time they visit the high street, whether it's to buy a gift or just to treat themselves. We believe our new store concept is a great first step to achieving that."

On Wednesday 29th October, customers, the local business community and the press will be invited to sample Thorntons latest products and watch chocolatier Ross at work as he tempers and decorates chocolate in the window of the new Edinburgh store.


Food & Wine