Ultimate Egg 2

Free from brand Nomo has added six new products, including Easter eggs, bars and bunnies, to its seasonal offer.

Within impulse, there’s a new bitesize Choc Fudge Bunny (30g, RRP 90p), while at the premium end of the range, there’s the Ultimate Egg, Bunnies & Mini Bars (258g, RRP £10). In addition to the main egg, packs contain eight mini chocolate bars and two cookie dough bunnies, including the mint flavour introduced at Christmas.  

The Creamy Choc Egg & Mini Bars (154g, RRP £6.50), containing four mini bars in caramel, orange, mint and sea salt flavours, is another contender for Easter gifting, as is the new Hollow Bunny (90g, RRP £4.50).

Meanwhile, Choc Fudge Egg & Bunny (160g, £RRP £6.50) features a creamy choc egg studded with caramel fudge pieces, plus a Choc Fudge Bunny; and the Mini Cookie Dough Bunnies (53g, RRP £2.50), comprises a box of five bite-sized bunnies.

The new products join Cookie Dough Bunny; Monsters Crispy Chocolate Egg & Lolly; Caramel Egg & Bar; and Cookie Dough Egg & Bunny to create a 10-strong Easter line-up.

Choc Fudge Bunny 2

All Nomo chocolates are free from dairy, gluten, egg and nuts. They are available from Bramble Foods, Monmore Confectionery, Sherriffs Foods, E-Natural, James Hall, CJ Lang, Goodibox, Creed Foodservice, House of Sarunds, AF Blakemore, Nisa and Hancocks 

Nomo claims to have experienced 45.6% value growth during the last Easter period, compared to the total market’s value growth of 16.7% in the free from chocolate Easter category (Nielsen). Nearly half of the Easter free from chocolate products purchased in 2023 were from Nomo, with a 47.5% share of all free from Easter products (ibid). 

The strongest performer was the Nomo Cookie Dough Bunny, which achieved 83.0% growth in value sales and 81.8% in unit sales (ibid). 

One in five in the UK have had reactions to food, according to Allergy UK, with allergies a cause of particular concern in young children where the incidence of a reaction is greater and can be life-threatening. Nomo states that it is a point of intense anxiety especially around seasonal moments like Easter. 

Nomo’s new range continues to widen the flavours and formats available to free-from audiences – and helps take the angst out of the occasion for those with dietary requirements due to allergies, intolerances and lifestyle choices.   

Marketing controller, Emma Perrett, said: “We want to create chocolate that unites people. Easter can be a tricky time for families if someone suffers from a food allergy or has other dietary requirements. Many of our customers grew up being unable to participate in Easter egg hunts – with stories of tears where siblings could enjoy chocolate that they couldn’t. These may seem like small things, but chocolate provides lots of joy during these occasions – especially in our formative years.  

“Our selection provides fantastic new options to ensure that there is safe, great-tasting chocolate for everyone. It features our award-winning flavours – and we absolutely believe they taste better than their mainstream counterparts.”