LAST year’s Easter confectionery selling season was one of the longest possible thanks to the fact that Easter Sunday fell late in April. And giant confectionery brand owner Mondelez International said its brands, including major seasonal line Cadbury Creme Egg, returned record figures, especially in convenience stores.
With Easter Sunday 2015 falling on 5 April the season, which for Creme Egg starts officially on 1 January though stock will go into wholesalers well before that, is two weeks shorter.
But that’s all the more reason, the company argues, to get selling off to a quick start.
Mondelez International chose International Egg Day last month to release news about its plans for Easter next year. And it said 2015 is set to see its best Easter offer, with an extensive range of single-serve lines (or self-eats as the firm calls them), gifting and sharing products. And it will also seen the return of the Cadbury Creme Egg Gooless promotion, where one winner each day could unwrap a gooless egg, winning up to £1,000. Mondelēz will match the prize for the retailer from whom the egg is bought, in Mondelēz International stock vouchers or Love To Shop vouchers.
In 2015 the Cadbury Creme Egg brand will be backed by a £3m marketing support programme from January to April, including TV advertising and digital, PR, in-store and outdoor activity.
New for 2015 is Cadbury Dairy Milk Freddo Sprinkles. In the new seasonal pack Freddo the chocolate frog, complete with sugar sprinkles, is given bunny ears. RRP is 25p and it will be available in plain packs and PMP.
New to the range of sharing packs in 2015 will be a 231g Gift Egg pack, with six mini bags in a plastic egg.
The Cadbury mini wrapped eggs range is worth £6.8 million and is said to have increased sales on established lines like Cadbury Creme Egg and Cadbury Dairy Milk Caramel, and last year’s new product Cadbury Dairy Milk Daim.
New for 2015 in sharing lines will be Bassets Jelly Bunnies, which will be available in a 190g sharing bag (£1.52 RRP), in an Easter-themed outer of 12.
In 2015, Cadbury Dairy Milk Egg ‘n’ Spoon will have £2 million worth of marketing support from January to April and will feature a new pack.