Mondelēz International is releasing its Easter ‘Fast Start’ range to help retailers maximise seasonal confectionery sales.
The Fast Start range comprises: Cadbury Creme Egg, which is the No. 1 filled egg brand and a signpost of Easter, and the Biscoff Filled Egg, which returns for 2027 after becoming the No. 1 Easter product launch in 2026, driving 75% of filled-egg category growth.
According to Numerator research, the average shopper purchases four filled eggs throughout the Easter season, emphasising the importance of strong availability and visibility in store from the beginning of the Easter sales period in November.
The “How You Eat Yours” consumer campaign will also run from January to March, with the interactive campaign keeping Cadbury Creme Egg front of mind as Easter treats begin to appear in store and shoppers start to engaging with the season.
The previous “How Do You Eat Yours?” consumer campaign reached 92.3% of UK adults, with competition entries in 2026 increasing by 40%. The campaign generated 105k entries, compared with 75k previously, with 55% of entries generated during the fast-start period.
Alongside the consumer campaign, Cadbury Creme Egg’s highly successful retailer competition, ‘How Do You Display Yours?’, competition is also returning for Easter 2027, kicking off in November. The competition is exclusive to independent convenience retailers, inviting them to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays for the chance to win £1,000 for the best display. In addition, every display submitted will enter retailers into the prize draw, with one lucky retailer per month from November until February winning £1,000.
Sarah Walker, brand manager, Cadbury Creme Egg at Mondelēz International, says: “We are excited to kick off the Easter season with an exciting Cadbury Creme Egg campaign that will look to drive footfall into stores. Cadbury Creme Egg is the signpost of the Easter season, and we know that shoppers have their own individual ways of enjoying it. Our ‘Admit How You Eat Yours’ campaign really allows us to ignite the Easter conversation and bring that individuality to life in a light-hearted way.”
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