When Cadbury became part of the Mondelez International predecessor Kraft Foods, Thorntons had become the largest confectionery-only parent company in Britain.

[citation needed] The scale of impact of this, on manufacturing and service, are more pronounced than the average in the food sector, necessitating temporary staffing.

Fewer new shops were opened with some existing locations diversified into cafés, selling a range of both eat-in and take-away food and drinks alongside the traditional confectionary lines.

While announcing that the physical Thorntons stores would close, the company stated that it had seen a 70% increase in sales through the business website compared to the previous year.

[12] The current, main advertising slogans are: Thorntons set up a very rare edible billboard, on 3 April 2007, which exceeded four metres length; 14.5 by 9.5 ft (4.4 by 2.9 m) and 390 kg (860 lb) – it was framed outside their shop in Covent Garden, London, and was eaten, within the space of just three hours.