Chocolatier finds novel way to target gift consumers

By Catherine Boal

- Last updated on GMT

Related tags United kingdom

A UK luxury chocolate company has hit upon a innovative way to
capture the seasonal gift-buying market which is traditionally a
boom time for confectioners.

To mark the approach of Father's Day in the UK, food manufacturers Food is Art has launched an edible chess set - made entirely from chocolate. Available in either milk, dark or white Belgium chocolate, the gift set is priced at £40 (€58.77) and joins other chocolate constructions such as shot glasses, games and specifically created commission pieces. Father's Day falls on June 17 in the UK and is known as a strong trading period for premium chocolate makers, falling comfortably after the equally profitable Easter holiday. According to the British Retail Consortium, Father's Day is worth an estimated £1 billion (€1.46bn) to the UK retail sector with consumers each spending an average of £29 (€42.62) on their Dads. Creator of the chocolate sculptures, Prudence Staite said: "For those not wanting to buy traditional gifts this year, why not consider buying him something a little extraordinary?" ​ Food is Art specialises in chocolate sculptures from jewellery items to furnishings and games.

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