This Spring, Nestlé Confectionery aims to delight shoppers with a range that includes new launches alongside proven successes.
Leading the innovation are the 3D Activity Packs from Smarties and Milkybar, which combine traditional play with digital technology in a category-first for Easter. Each pack contains chocolate treats as well as colouring pencils to colour a picture of either the Easter Bunny or the Milkybar Kid which then comes to life when consumers download the free app.
These packs will be joined by the Milkybar Egg Hunt pack, Milkybar Chick in Egg and the Smarties and Milkybar Bunnies 5 packs; all new to the general market this year. What’s more, there is a new Quality Street Honeycomb Crunch egg and, after performing well as a customer exclusive in 2016, Lion Collection giant egg.
In 2016, Easter confectionery was worth £346 million and the category is in long-term growth, up from £319 million in 2011 (IRI Infoscan w/e 26 May 2016). This year the season will benefit from three additional weeks and therefore growth is expected to continue. It’s also important for retailers to note that brands play a critical role at Easter, accounting for 90% of all purchases (Kantar World panel Easter 14 w/e 27 Mar 16).
Smarties Little Choc Chick and the Milkybar Bunny are the No.3 and No.4 impulse novelties in the market (IRI + Kantar Total market to w/e 26.03.2016). Both have an RRP of 65p. This year the chick and bunny have been designed with four different foil designs to capture shoppers’ attention.
The Smartie Mini Eggs and Milkybar Mini Eggs will also return to the range with a £1 RRP price point.
Once again in the range this spring are the Smarties Hen House and Milkybar Milkybarn packs (RRP £4.99), which together grew 8% in 2016. Both have a new design that enables them to become puppet shows.
Returning to the range for 2017 are the popular ‘Insider eggs’ from Munchies, Rowntree’s Randoms, After Eight Waves and Quality Street. Each egg features the sweets inside the chocolate shell. All RRP £5.41.
Also returning for 2017, is the Yorkie Digger Retro Egg (RRP £5.61). The pack contains a hollow milk chocolate egg and two Yorkie Milk bars in an eye-catching digger presentation box. Whilst the Lion Bar Retro Egg (RRP £5.61) comes complete with 3D packaging.
New to the general market for 2017 is the Lion Collection giant egg which features a large milk chocolate egg alongside three Lion Bars. This will join the Kitkat Chunky giant egg as well as the Nestlé Caramel Collection giant egg, Aero Selection giant egg and Yorkie giant egg (all RRP £7.49).
Finally, completing the 2017 Nestlé Easter range are premium eggs from Black Magic, Dairy Box and After Eight (all RRP £9.99). Launched in 2015, they target the gap in the market for older more affluent shoppers. The After Eight Premium Egg features a large mint flavoured dark chocolate egg complete with a 300g box of the nation’s favourite After Dinner Mints.