Mondelēz International has announced the launch of its Easter ‘fast start’ range, which it hopes will drive seasonal sales for retailers ahead of one of the key calendar occasions of the year.
It advises that to make the most of the season, retailers should split Easter into three phases, getting off to a ‘fast start’ from 1 January up to Valentine’s Day, before building momentum from Valentine’s Day to Mother’s Day on 10th March), then gearing up for a ‘gifting finish’ for the final three-and-a-half weeks until Easter itself.
The Cadbury Creme Egg continued its success at the start of the Easter season last year with growth of 16%. This time round, the highly successful How Do You Display Yours? retailer competition is returning, exclusive to independent convenience retail.
The competition invites retailers to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays for the chance to win a grand prize of £1,000 in vouchers.
To enter, retailers can visit SnackDisplay.co.uk – Mondelēz International’s trade-focused advice and information site. Other prizes up for grabs include two £500 vouchers and eight prizes of £100 vouchers.
Marcelo Salazar, brand executive at Cadbury Creme Egg, said: “Last year’s competition performed incredibly strongly, so we’re delighted to once again be running our retailer competition that places our top performing Easter product, the Cadbury Creme Egg, in the centre of it all.”
Mondelēz International is also launching a multipack nationwide to tap into the 74% of white chocolate consumers who solely purchase white chocolate. Also continuing in the range for 2026 is Cadbury Caramel Filled Egg, following an immensely successful 2025.
Also launching nationwide is a new 5-pack multipack Cadbury Oreo filled egg. As multipacks continue to perform well at the start of season, Cadbury is expanding its multipack portfolio of filled eggs to drive incremental growth.
In addition, from Easter 2026, 3 out of 5 Cadbury Mini Eggs SKUs will now be packaged in 65% post-consumer recycled plastic made possible through advanced recycling technology.
Cadbury is also continuing its iconic partnership with Lotus Biscoff with the launch of its first ever Cadbury Biscoff Filled Egg. Following the successful launch of a bar and advent calendar earlier this year, the new filled egg will be bringing fans more of the creamy Cadbury chocolate they know and love, combined with irresistible Biscoff spread and crunchy biscuit pieces.
Cadbury Biscoff Filled Egg is available in a single as well as multipacks, which research has shown is one of the most likely pack sizes to drive trial.
Caldentey concluded: “Easter marks one of the most exciting moments in the chocolate calendar, and we’re thrilled to unveil an irresistible mix of new creations and beloved favourites to celebrate.
“Leading the line-up is our indulgent Cadbury Biscoff Filled Egg, the latest innovation from our partnership with Lotus Biscoff, set to delight fans everywhere. Of course, no Easter would be complete without the return of our iconic Cadbury Creme Eggs and Mini Eggs, making their much-anticipated return for 2026.”
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