Confectionery giant Mondelez is welcoming spring 2020 with a raft of activity for its key brands.
Cadbury Creme Egg was the number one branded countline in the first three months of 2019 (Nielsen 17 weeks data until w/e 20 March 2019) and Mondelez is hoping to keep up momentum in 2020 with a new content platform and an on-pack promotion for the brand.
Consumers are being given the chance to win up to £10,000 or hundreds of entertainment vouchers by buying an egg, then going to CremeEggEATertainment.com and snapping a picture.
The biggest new Easter product launch in 2019, Cadbury Oreo Egg, will be back for 2020, along with last year’s number one Easter line, Cadbury Mini Eggs (Nielsen Answers Total Coverage Excl Discounters 17 w/e 20 March 2019) supported by a new suite of POS.
As well as supporting last year’s big hitters, Mondelez is investing in new products for next Easter. New to the treating section is an orange variant of the Cadbury Dairy Milk Mousse Bunny (rrp 65p), which will boast Peter Rabbit 2 movie imagery thanks to the firm’s new partnership with the film. The 30g self-treat product contains only 98 calories, so will be key for parents looking for small permissable treats for children, states Mondelez.
The Peter Rabbit partnership will see characters from the movie appearing on packs across the Cadbury Easter range, including medium shell eggs, Cadbury Dairy Milk Spring Edition tablets and a range of seasonal launches. This will provide stores that have the space the ability to create impactful displays to drive awareness of the Easter season.
Aiming to build on the growing popularity of tins during the festive period, Cadbury Creme Egg and Cadbury Mini Eggs brands are expanding to Easter tins. Cadbury Mini Egg tins contain 10 Mini eggs bags, while Cadbury Creme Egg tins contain eight Cadbury Creme Eggs and one bag of Cadbury Creme Egg Mini Filled. The tins (both rrp £5.99) are have digitally interactive graphics driving shoppers to recipes online promoting the growing home-baking family occasion.
Also new is a giftworthy Cadbury Dairy Milk Giant Hollow Bunny (rrp £4). The 175g bunny comes in a special personalisable gift box to drive standout on shelf. Cadbury Dairy Milk Plush Toys will return, featuring soft toy characters of Peter Rabbit and Benjamin Bunny alongside a small Cadbury Dairy Milk shell egg (rrp £6.99). Toys are the third biggest gift category at Easter after chocolate and flowers and so the partnership offers an opportunity to cater for shoppers looking for high-value gift opportunities, claims Mondelez.
CDM Treasures is making its first move into the eggs market following the successful launch of the brand at the start of 2019. Both CDM Treasures Freddo and Buttons (rrp £3.99) contain under 100kcal per pack, as well as a character toy in a distinctive treasure chest.
Cadbury will also be building on the huge success of its Inventor programme during 2019 with a new giant egg highlighting the winning overall flavour. The Cadbury Dairy Milk Choca-latte Giant Egg (rrp £9.99) is aimed at shoppers looking for exclusive offers and exciting new flavours.
A 125g Caramel Shell Egg (rrp £3.49) joins the existing Mondelez medium shell egg range. Easter 2020 will also see the first appearance for the Cadbury Darkmilk Easter Egg. Building on the successful launch of the Darkmilk brand, which is already worth more than £10m (Nielsen Answers Online w/e 13 July 2019), Cadbury Darkmilk Easter Egg offers shoppers a new gifting option for the slightly older demographic. The 265g packs contain one large egg alongside one Darkmilk tablet.
Bournville Orange, too, is aiming to build on the success of its popular tablet with the release of an Easter Egg (rrp £3.99).
Mondelez International is also launching the new Heritage Collection eggs (rrp £3.99). The group of four new products features Fry’s Turkish Delight, Fry’s Chocolate Cream, Bournville and Maynards Bassetts Wine Gums. All products contain one 110g egg and 1x single of the relevant product.
When it comes to sugar confectionery it is sharing novelties which are the biggest format at Easter (Nielsen) and there is no shortage of innovation in this area, either. Maynards Bassetts builds on the success of its Soft Jellies Wild Safari and Soft Jellies Fizzy Fish bags with a Soft Jellies sharing novelty bag for Easter: Soft Jellies Happi-Nest.The 160g sharing bags (rrp £1) contain a variety of sweets in a number of different Easter shapes – egg, bunny, chick and ribbon – and a number of different flavours - raspberry, blackcurrant, lemon and orange.
Returning for 2020 is Maynards Bassetts Jelly Babies Chicks, after a strong season last year. This is a seasonal variant of the iconic Jelly Babies sub-brand available in jars and a sharing bag.