Irish confectionery company, Lily O’Brien’s, has appointed Macintyre Scott Xtra (MSX) as its travel retail distribution partner.
It comes as the brand launches a new range of travel retail exclusive products.
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.
Embarking on a journey of discovery, Mary Ann honed her chocolate-making skills among world class chefs and chocolatiers in both South Africa and Europe before starting her own mini enterprise from her Kildare kitchen in 1992.
The company now sells worldwide and is listed in Waitrose, Co-op, Asda, Morrisons, Debenhams and Booths in the UK.
This month (February) it has launched a new travel retail exclusive range, which includes a number of their best-selling collections including the ‘Desserts’ and ‘Petit Indulgence’ range.
Nicola Ridges-Jones, managing director of MSX, said: “Lily O’Brien’s is the perfect addition to our portfolio of products for the travel retail industry. Our assessment of the market tells us retailers are increasingly looking for products with gifting quality and Lily O’Brien’s products, with their beautiful packaging, hit the bullseye.”
Jason Popplewell, commercial director, from Lily O’Brien’s, added: “We are constantly striving to take Lily O’Brien’s to new markets and this latest partnership with MSX will allow us to penetrate a new frontier in travel retail. We chose to appoint MSX in particular because of its knowledge of industry trends and its willingness to adapt to the way in which we work.”
MSX’s two-year contract with Lily O’Brien’s comes hot on the heels of its deal with Churchill’s Confectionery last year and represents another win in its ambitious plan to bring on board more brands and travel retailers.
Image: MSX managing director Nicola Ridges-Jones signs with Lily O'Briens
