Mondelez lays out 2018 plan
BIGGER isn’t always better, but when it comes to Easter there’s no doubt eyes light up when faced with an egg of enormous proportions, and Cadbury brand owner Mondelez looks well equipped to please chocolate lovers with a whole host of new products for the occasion.
With Easter now worth £424m to UK retailers and growing at 7.9% according to Mondelez, there’s plenty of potential for expansion and the confectionery giant is targeting older consumers with two truly massive shell eggs scheduled to hit shelves in the spring.
The Cadbury Dairy Milk Inclusions shell egg range will be extended with the roll out of Ultimate Fruit & Nut and Daim eggs, both of which will be priced at an RRP of £12 for the whopping 570g packs.
Younger consumers will also be catered to through Mondelez NPD for Easter 2018 with the firm rolling out a new Super Pack size for its Cadbury Egg Hunt Pack. The new kit includes 14 Cadbury Dairy Milk hollow eggs, three mini eggs and three Cadbury Dairy Milk 15g bunnies.
The Maynards Bassetts Easter range is also set to expand with the launch of the Maynards Bassetts Jelly Babies Chicks bag comprising chick-shaped jellies in Jelly Babies flavours. Jelly Babies Chicks will be available in cases of 12 at an RRP of £1 for a 165g pack.
Retailers could also be in for a treat next Easter as Mondelez brings back Cadbury’s seasonal egg hunt, this time with a rare White Creme Egg.
The Hunt Down The White Creme Egg activity is exclusive to the convenience channel and will see lucky customers and retailers across the country picking up £1000 prizes for every egg found. To be in with a chance of winning, stores must have seasonal POS and stock on display, with Mondelez planning to plant one winning egg in stores per day in the run up to Easter Sunday.
Support for Cadbury’s Easter 2018 campaign, and accompanying NPD, comes in the form of an eight-figure marketing investment which will see the brand’s range popping up across TV, digital channels and social media as well as an array of PR activity.
Mondelez plans to spend £10m during the Easter season and retailers will be able to download branded POS from the firm’s website.
