To help drive further eggs-citement for shoppers, Mondelēz International has announced the return of its iconic Cadbury shell-eggs for the upcoming Easter season.
Last year’s egg-stra specialrelaunch and repositioningsaw the full range divided into clear, distinctive and easy-to-shop categories. The brand also brought the magic back to its small shell-egg collection by putting Cadbury Buttons, Cadbury Mini Eggs and other delicious treats backinside the chocolate egg once again, as many will remember from years ago, with this returning for 2024.
The categories for the Cadbury shell-eggs are “Surprise & Delight”, “Traditional Gift” and “Special Gesture” and have been designed distinctively to make the positioning of each pack clearer for shoppers at first glance across the range. This makes it easy to impress and capture the attention of shoppers with a range covering all bases as Easter approaches, speeding up shoppers’ journeys by making it simpler to choose seasonal gifts for others and treats for themselves.
There are six different Cadbury eggs available as part of the “Surprise & Delight” range, including Cadbury Dairy Milk Buttons, White Buttons, Freddo Faces, Caramel Nibbles, Giant Buttons and Cadbury Mini Egg Easter eggs.
Shell eggs are an egg-stremely valuable opportunity for retailers to strengthen their seasonal sales. With Mondelēz International owning nine out of the top 10 shell eggs in the market[i], this new range is a must-stock for retailers, offering variety and uniqueness for shoppers and an ideal gift for friends and family in the run-up to the main event.
Charlotte Parkes, Senior Brand Manager for Cadbury Easter, said: “The Easter season has always been a staple in the retail calendar, but the holiday is blooming more than ever for shoppers, with 84% of shoppers celebrating the occasion in 2023[ii]. As the end of the season approaches, we know that gifting grows in importance, and our shell-egg range will create excitement and magic for consumers”.
“Having a clear Easter portfolio is so important for retailers’ ranges and their shoppers’ experience in-store come Easter-time. Within our range, there’s the perfect egg waiting for them – for any occasion or recipient!”.
The Cadbury Worldwide Hide will also return for Easter 2024, enabling people across the UK to hide an egg virtually anywhere in the world for someone they love using Google Maps. The brand will be visible through in-store POS as well as a fully-integrated campaign across TV, outdoor, social media and YouTube platforms, ensuring that Cadbury once again remains firmly at the heart of the nation’s Easter celebrations.
With the above product launches and the rest of Mondelēz’ Easter offering all to come in 2024, it is essential that retailers prepare well in advance for the season.
As we approach the three main phases in the build-up to Easter, retailers should cater to the specific needs of shoppers, which will vary and develop as we hop towards the big day.
From the New Year through to Valentine’s Day, retailers should ensure that they get off to a Fast Start. With the post-Christmas blues in full swing, retailers should focus on Cadbury Cream Eggs and Cadbury Mini Eggs and self-eat treats to bring some much-needed cheer to their shoppers – indeed, 70% of Easter Sales before Valentine’s day are Mini Eggs and filled eggs[iii].
From Valentine’s day onwards to Mother’s Day, retailers should aim to build on Momentum by focussing on the spirit of sharing. Ensuring they have plenty of treats which can be enjoyed amongst loved ones will be vital to preparing for the Easter season, with time together as family ranked as one of the most important considerations for consumers during this period[iv].
And finally, retailers should tie off their planning with the ultimate Gifting Finish. As everyone comes together to celebrate the occasion with a diverse mix of traditions and activities, retailers will need a range of shell eggs to offer shoppers, as these all-important weeks become defined by bulk buying and gift giving. With Mondelēz’ full Easter 2024 line-up, retailers will be able to fully hop aboard all these Easter trends. For more expert confectionery and seasonal advice, retailers can visit www.snackdisplay.co.uk
[i] Nielsen Easter tracker Total market excluding discounters’ data from 03.12.23 to 08.04.23 based on value sales.
[ii] KANTAR Worldpanel; IGD HFSS Report April 2023
[iii] Nielsen Read Total Market excl Discounters for Easter 2022 & 2023 (from week 04.12.21 to 19.02.22 & from week 04.12.22 to 18.02.2023 – (only Fast Start stage data which, is considered pre-valentine)
[iv] Snackchat Easter Rituals Research, Aug 2022
