Supplier Mondelēz International is drumming up Easter excitement with the launch of an ultimate Cadbury Dairy Milk Biscoff shell egg along with some other sweet additions and tweaks.
The new product builds on the partnership between Cadbury Dairy Milk and Lotus Biscoff and “offers another opportunity for retailers to drive seasonal sales,” it said.
Following the launch of its ‘fast start’ range (1 January to Valentine’s Day), Mondelēz International advises retailers to split the remaining weeks in the run up to Easter into two phases: ‘building momentum’ (from Valentine’s Day to Mother’s Day on 10 March), and then ‘gifting finish’ to maximise shell egg sales.
The new egg follows the launch of Cadbury Biscoff Filled Egg and is a Cadbury Dairy Milk chocolate egg with crunchy Lotus Biscoff biscuit pieces, and eight individually wrapped Cadbury Dairy Milk Biscoff chunks.
Part of Cadbury’s premium range, Cadbury Dairy Milk Biscoff Shell Egg is an extra-large egg designed for premium gifting occasions at Easter.
Mondelēz International is also redesigning its ‘Special Gesture’ range, making a clear distinction between the traditional shell egg range and the Ultimate shell egg range. Each shell egg is wrapped in a new Cadbury branded foil that is visible via a cut out on the front of the pack and has a recyclable cardboard handle that seamlessly integrates into the design of each individual box.
The changes to the range have been designed to “enhance their gift-ability and offer shoppers a premium value option,” Mondelēz said. The range features some of Cadbury’s most iconic brands such as Mini Eggs, Cadbury Twirl and Cadbury Dairy Milk Fruit & Nut.
However, traditional gifting eggs remain vital to the season, with the largest share across Easter at 35% and the segment growing the second fastest. Mondelēz International is looking to continue to drive excitement within this segment and is launching Cadbury Creme Egg White shell egg nationwide. The launch taps into the consumers who buy white chocolate only for Cadbury Creme Egg White.
The new range is being supported with an ATL campaign. There will be impactful and engaging instore activations and retailer competitions to promote it as well.
Marcelo Salazar, brand executive for Cadbury Creme Egg at Mondelēz International, said: “Easter continues to be a crucial sales period for the confectionery category. Shell eggs are an iconic part of Easter, and our range offers different price points to meet a variety of shopper missions while helping retailers drive sales in the run-up to the big day.”
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