The chocolatier’s efforts to turn itself into an FMCG business have turned soft as a Belgian truffle but its brand is still strong.

In the four years since Jonathan Hart joined Thorntons with a brief to put it back on track he has done a good job in turning it into a sweeter proposition.

But life has tasted bitter lately as his strategy of turning the choccies specialist into an FMCG business turned soft as a Belgian truffle.

The retailer’s revenues and profits have fallen as a result of lower commercial sales to other retailers.

A worrying aspect is that the meltdown was the result of lower sales to just two grocers.

The obvious question to ask is whether Thorntons’ brand is losing its appeal.

That’s a worrying illustration of the extent to which the ambition to move to an FMCG puts Thorntons at the mercy of a few big customers.

The obvious question to ask is whether Thorntons’ brand is losing its appeal.

The sight of its chocolates piled high by the tills in c-store aisles and even in poundstores stoke such concerns.

But Thorntons’ is confident that its confectionery has not become stale in shoppers’ eyes.

Thorntons pointed to Nielsen data that showed grocers that bought its products performed better in the boxed chocolate category, so perhaps those that chose to cut back will reconsider in future. And the success of its retail business also backs the view that its fundamental appeal remains.

The retailer acknowledged that it can do more to build its FMCG credentials. A dedicated operating board has been formed to develop a “class-leading” approach.

Mother’s Day and Easter are approaching but there is, as Hart says, much to do and the retailer remains cautious about full-year prospects.

An eggcellent performance may still be some way off.