It’s Christmas come early

Mondelez has unveiled its festive range along with advice for convenience retailers

Frosted Wine Gums are one of the new lines Mondelez has introduced for 2018

CONFECTIONERY giant Mondelez has revealed its festive lineup for Christmas 2018, featuring both returning favourites and new additions.

The firm behind Cadbury and Maynards Bassets has divided its range into two segments, ‘for me’ and ‘for us’.

The ‘for me’ range includes take-home treats like the Cadbury Dairy Milk Mousse Snowman and the Dairy Milk Snow Bites carton.

The ‘for us’ range is targeted at the sharing occasion, and includes Cadbury Heroes Cracker, which debuted last Christmas, and Maynards Bassetts Frosted Wine Gums, a new addition for 2018.

Although many retailers don’t focus on Christmas until after Halloween, Mondelez reckons Christmas confectionery can actually be marketed from September onwards.

It points to the peak number of UK birthdays in September as a chance to “kick off the gifting opportunity”, followed by themed gatherings  in October which provide an opportunity to drive sales of tubs and sharing bags.

The firm also claims that sales can be optimised by timing rollouts properly, suggesting retailers start their Christmas countdown in October with ‘for me’ self-treats like the Dairy Milk Mousse Snowman.

‘For us’ sharing packs are a useful way to drive sales in the lead up to Christmas

This should then be continued into November with advent calendars and novelty sharing lines, like the Cadbury Premier League Advent Calendar and Green & Blacks Advent Calendar, both of which are new for 2018.

By December retailers should show that the ‘magic of Christmas’ has arrived  by stocking selection boxes, festive themed gifts, family sharing lines and top-up gifts.

The firm has also suggested that stores stock best-selling lines and use the Mondelez recommended stock list to help drive sales, as well as making the most of any manufacturer promotions.

Mondelez also advised that retailers help shoppers manage their Christmas spending by offering a choice of self-eat treats and stocking fillers at a price point below £1 RRP.