Mondelez International has unveiled its Christmas range for 2017, with an array of new products aimed at key points of the sales season.

Popular Christmas novelty Snow Bites will be available in a self-eat carton format, suitable for impulse and treat sales from September onwards. The 43g packs have an rrp of 60p and are supplied in outers of 24.

Snow Bites also appear in a new ‘Christmas Cracker’ format, with a cardboard cracker-shaped outer sleeve holding four bags of Snow Bites. A second variant of the format features Cadbury Heroes, with a selection of 11 wrapped chocolates from the Heroes range in each pack.

The crackers have an rrp of £2.99 and are particularly suitable as last-minute or stocking-filler gifts during December.

Also new for 2017 is a new pack format for the smaller 180g box of Milk Tray. Packaging has been redesigned to create a double-layer of chocolates within a smaller profile box, meaning it takes up fewer facings on shelf in small stores. Television advertisements featuring the Milk Tray Man will return this winter in the run-up to Christmas.

Cadbury selection boxes have also been updated with improved designs and a new mix of products more relevant to the age of the target audience for each pack.

Senior brand manager (Christmas and Halloween) Declan Duggan says: “Shoppers are looking to buy a festive treat for themselves and family to build excitement at the start and throughout the season. These products help to signpost the Christmas season and provide a great opportunity to start seasonal sales off early by driving excitement, and this is also the biggest opportunity in the convenience channel due to its impulsivity.

“The key is to be prepared early. In October start the countdown to Christmas with self-eats, continue the countdown theme in November with advent and novelty sharing lines and in December stock selection boxes, Christmas-themed gifts, family sharing lines and top-up gifts.”

Further advice on how to make the most of Christmas sales is available at Mondelez International’s retailer support site Delicious Display.