LONDON (Bloomberg) - Thorntons plc. dropped the most in more than six years in London trading as the chocolate maker said it had disappointing Easter sales at its own outlets.

Thorntons declined 12 percent, the most since February 2004. Sales at stores open at least a year decreased 4.6 percent in the fiscal third quarter, which ended April 17, the Alfreton, England-based company said in a Regulatory News Service statement yesterday. "Easter trading overall was below plan" in its own stores, the company said.

Thorntons is trying to do less discounting in its stores to improve profit. It's also seeking to increase chocolate sales in supermarkets without hurting income at its own outlets, a "strategic challenge" in the key Easter season, according to Sanjay Vidyarthi, an analyst with Execution Noble.

"The reality is that, if Thorntons did not sell through the supermarkets, it would be unlikely to pick these sales up in stores - the structural shift away from the high street continues," Mr. Vidyarthi wrote in a note to investors. He's considering changing his "buy" recommendation.

Thorntons said its fiscal full-year pretax profit excluding one-time items will be about £7.5 million ($11.5 million). That compares with Vidyarthi's estimate of £9 million.

Thorntons declined 14.75 pence to close at 110.25 pence. The shares have risen 1.2 percent to £75.4 million this year.