Christmas illusions from Elizabeth Shaw

- Last updated on GMT

Related tags: Cocoa solids, Cocoa butter

Following the launch of schnapps and tequila shot chocolates last
month, Elizabeth Shaw has launched its latest innovation, Illusion,
a new chocolate combination for the Christmas market.

Following the launch of schnapps and tequila shot chocolates last month, Elizabeth Shaw​ has launched its latest innovation, Illusion, a new chocolate combination for the Christmas market.

"Illusion is an exciting new way of presenting one of the things that Elizabeth Shaw does best, that is combining chocolate with mint in a way which consumers will find irresistible,"​ said sales and marketing director Bill Williams.

Available at Waitrose and other independent UK stores, the new chocolate has been purposely launched in time for Christmas and joins other Elizabeth Shaw brands, such as mint crisps, vodka shots and famous name liqueurs on supermarket shelves.

The new boxed chocolate is claimed by the company to be more than just meets the eye. Branded as a luxurious treat, it combines elements of Elizabeth Shaw's mint crisp with a truffle centre.

Awarded in 2001 by retail data analysts IRI for one of the best product launches of the year, the confectionery company feels confident that its new products will be a Christmas hit.

Promoting the new tequila and schnapps shots last month in a display deal with Selfridges, the company said that it hopes to make a large impact on Christmas confectionery sales.

Based in Bristol for 101 years, Elizabeth Shaw makes its own chocolate to its own recipes using high quality cocoa and claims to deliver the traditional appeal of alcohol in chocolate to a more style-conscious and younger target market.

Related topics: Processing & Packaging, Seasonal

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