Continentals box clever Ryne Confectionery has firm proof that consumer demand for luxury continental boxed chocolates is rising. Managing director Peter Sheehan says sales of its Duc d'O truffles ­ claimed to be the only Belgian-made range of Belgian chocolates on sale in the UK ­ rose by a phenomenal121% in the 1999 Christmas peak sales period. Its Duc d'O pralines achieved a healthy 55% rise in the same period. "This massive surge is because consumers search for something that's different and a bit special," says Sheehan. "It's also helped by the multiples which are starting to stock an increasing range of branded and own label luxury continental chocolates. "The range, variety and choice in chocolate confectionery is finally starting to match that of other grocery categories." The Duc d'O brand is worth £7m in the UK, the growth propelled by its first TV campaign last year. A £2m TV and media campaign starts next month to boost sales this Christmas. Sheehan says the target audience is women of 35-plus, and anticipates achieving brand growth of more than 25% over the period. The Easter range, the largest to date, is now available and comprises praline and truffle filled eggs (rsp £9.99) and mini-praline eggs (rsp 99p). Ryne has added luxury Butlers Irish chocolates to its portfolio this Christmas. "The range is beautifully packaged and presented and has done well in duty free outlets. It is now available to UK retailers for the first time," says Sheehan. The company is also reintroducing Droste chocolates, with a media campaign planned for next year, and Meltis New Berry Fruits which has been absent for three years. {{FOCUS SPECIALS }}