Lily O’Brien’s reports 30% value sales growth, adds luxury Easter Egg and plans premium bars launch


Lily O’Brien’s, one of Ireland’s top luxury chocolatiers, has entered the top three premium inlaid boxed chocolate brands in the UK as it announces 30% value sales growth YOY in the period January 2015 to 2016. With overall growth in the premium confectionery market recording 2.1% growth, Lily O’Brien’s has outpaced category growth and gained market share.

With a 30% increase in market share in 2015 Lily O’Brien’s has gained distribution across all its accounts with major UK retail and supermarket chains, making it one of the fastest growing brands in the category.

Lily O’Brien’s plans to further increase its visibility in the UK market with product launches in 2016 including a new range of 80g premium tablets, and a higher tier range. The launches aim to demonstrate the brand’s innovation capabilities while also acting as a showcase for its wider brand range in multiple retailers, introducing Lily O’Brien’s to a broader audience and demographic in the UK.

Lily O’Brien’s Chocolates started life as the brainchild of Mary Ann O’Brien who, having recovered from a debilitating illness in the early 1990s, discovered her true passion for all things chocolate. With O’Brien still at the helm of the business, the passion that first inspired her is still present in every aspect of the business and family values remain at the very core of Lily O’Brien’s.

Suzanne Walsh, marketing manager at Lily O’Brien’s, said: “We are making significant inroads into the UK premium chocolate market, amongst many exceptional brands, and the latest figures demonstrate the rapid rate of growth we have achieved over the past year. We have set ourselves robust targets to meet over the coming years, as we plan to grow our brand awareness by 20%, increase our market share to 5% of the premium category within the next two years, and grow our online sales – all with the overall objective of doubling the size of the business within the next five years.

“We are confident that our product launches this year will further cement Lily O’Brien’s position within the British luxury chocolate market. We create our chocolates with care and passion, and we hope our innovative new product offerings will hit the spot with UK consumers.”

Additionally, Lily O’Brien’s is revamping its online offering with a new website that endeavours to let the chocolates and recipes shine and provide a more fluid, user-friendly experience for online shoppers across the globe.

New for Easter 2016 is the Lily O’Brien’s Desserts Collection Egg (345g, £12.00). It features a milk chocolate egg, decorated with a chocolate swirl, and a selection of its much-loved desserts chocolates. The fabulous collection of choccies are all based on deliciously decadent desserts including Creme Brûlée, Key Limey Pie and Raspberry Infusion.

The Desserts Collection Egg from the luxury Irish chocolatier is claimed to be perfect as an Easter gift for dedicated chocolate lovers.

Additionally, The Crispy Hearts Egg (370g, £10.00), which is based on the classic combination of crunchy honeycomb pieces smothered in milk chocolate, is back on the shelves again. Featuring a milk chocolate egg and 12 mouth-watering Crispy Hearts, a recipe which has been part of the Lily O’Brien’s chocolate family since 1992, this Easter egg makes a wonderful gift for that special sweet-toothed someone, the company claims.

For a luxurious egg that is perfect for both men and women, the Sticky Toffee Egg (355g, £12.00) is said to be a fabulous choice. Alongside 11 sweet, smooth caramels smothered in both milk and dark chocolate, the milk chocolate egg takes centre stage with an added drizzle of white chocolate.

The three luxury Easter eggs are available exclusively at Asda, and can also be ordered  online at