Mondelez International has ramped up its Cadbury NPD for Easter next year with the launch of the Cadbury Oreo Egg (rrp 58p).

The treat product aims to drive incremental sales in the category, after a successful launch in Canada last year with 62% of sales being incremental to Cadbury Creme Egg [IRI Total Market Value Sales 24 w/e to 16.07.17].

The brand says four Cadbury Creme Eggs were sold every second in 2018, bringing with it £57m in brand sales - up by 22% [IRI Total Market Value Sales to 11.02.18] thanks to the Hunt the White Creme Egg campaign.

The national promotion returns on January 1 2019. C-stores will be invited to display the promotional POS for a chance of having the winning egg placed in their store. If a customer finds a winning egg in a c-store, the retailer could win £1,000 worth of Mondelez stock or Love2Shop vouchers. Plus, Cadbury Creme Egg hunting season will return to TV, supported by a digital media campaign.

In addition, Cadbury Creme Egg Twisted will be launching in a convenient bag format (rrp £1.49). The brand is also launching a Cadbury Creme Egg Mega Egg (rrp £4.99) and a Cadbury Heroes Easter Pouch (rrp £5.69) in time for the Easter season.

For consumers looking for a novelty gift, Mondelez is introducing Cadbury Dairy Milk’s Cadbury Easter Bunny, which comes with a cuddly toy (rrp £6.99).

New to the Mondelez shell egg portfolio is the Cadbury Crunchie Inclusion Egg (rrp £12), which contains pieces of honeycomb within the chocolate shell. The Cadbury Picnic Shell Egg (rrp £6) will also be added to the line-up.

Mondelez claims to have driven the largest value into the shell eggs category year-on-year, growing the subcategory by £10m year-on-year. The company claims it was the number one manufacturer during Easter 2018 with a 44% share of the market.