Thorntons has launched a new concept store as it bids to reinvigorate the shopper experience.

The retailer and brand, which was acquired by confectionary giant Ferrero for £112m in August 2015, has thrown open the doors to the new format at Intu Derby.

Thorntons will ramp up its experiential credentials with trained in-store chocolate makers who will give regular demonstrations to shoppers, while consumers will also be able to purchase personalised products.

The business has also given its in-store cafe a makeover as it throws down the gauntlet to Hotel Chocolat, which is rolling out its popular shop-cafe format.

Thorntons has overhauled its menu and will offer handcrafted ice cream sundaes, a number of hot chocolate options and “limited edition” milkshakes.

The cafe will also offer desserts including cakes, pralines and brownies and has introduced table service for the first time.

Thorntons said the store has been launched as a trial to test a number of new initiatives, which could be rolled out to the wider estate in the future.

The business said the new-look store was part of “a significant investment” by Ferrero in a bid to breathe new life into the brand.

Thorntons has been quiet since the acquisition was completed more than two years ago, raising questions over what Ferrero was planning for the business.

Retail Week revealed in May last year that Thorntons was shuttering its Oxford Street store as Ferrero evaluated the chain’s bricks-and-mortar portfolio.

At the time, the Italian firm refused to confirm or deny whether more Thorntons shops would be shuttered under its plans for the business.