Mondelez unveils its 2019 seasonal range
SANTA Claus may still be packing his sleigh but Mondelez is already looking ahead, unveiling its lineup for Easter 2019 with no shortage of NPD in the pipeline.
Stalwart Easter brand Cadbury Creme Egg will have some new variants next year, as Mondelez plans to launch two new packs under the brand umbrella: Cadbury Creme Egg Twisted and Cadbury Creme Egg Mega Egg.
Cadbury Creme Egg Twisted – a bar format Creme Egg which also features in the Heroes selection pack – will be launched in a 94g bag.
The Cadbury Creme Egg Mega Egg will roll out next year comprising a large Creme Egg case with Creme Eggs inside it, at an RRP of £4.99.
Creme Egg will also be joined on shelves by an Oreo alternative next Easter with the launch of Cadbury Oreo Egg. The new eggs will comprise an Oreo filling in a chocolate shell that the firm said has already proven successful in the Canadian market.
After a successful launch in 2018, Mondelez also plans to bring back its ‘Hunt the White Creme Egg’ campaign in 2019. The firm said this year’s campaign was a key sales driver for Easter 2018, and will be launched once again from 1 January in order to drive excitement around the brand.
Mondelez also plans to launch a convenience channel exclusive promotion, where retailers could win £1000 if a White Creme Egg is found in their store. The campaign will be supported by TV and digital media campaigns.
In total, Mondelez said it plans to invest £10m over the Easter season. As part of the investment Mondelez will introduce a Cadbury Crunchie Inclusion Egg to its Easter lineup, as well as the first ever Cadbury Picnic shell egg.
The Crunchie egg is being positioned as a premium gift product with an RRP of £12, while the Picnic egg will have an RRP of £6.
Next year will also see Mondelez introduce Cadbury Dairy Milk’s Cadbury Easter Bunny – a gift pack which comes complete with a new stuffed toy, priced at £6.99 RRP.
To help retailers make the most of the season, Mondelez has also released a timeline highlighting what to stock and when in the run up to the big day.
Starting in January, Mondelez recommends beginning the countdown early with single serve products like Creme Eggs, which should then be stocked continually for the rest of the Easter season.
Single serve products, according to Mondelez, accounted for as much as 64% of the sub category in Easter 2018, and so they should be well worth stocking up on for 2019.
The firm suggested that the countdown is continued into February and March with sharing lines like the Cadbury Mini Eggs and Cadbury Egg n’ Spoon, as well as helping to promote the ‘Hunt the White Egg’ campaign to consumers.
By the time it reaches three weeks before Easter, Mondelez reckons retailers should be creating a ‘fanfare finish’ by stocking family sharing and gifting lines, while using manufacturer POS to build impactful displays.
Delia Metral, brand manager at Mondelez said: “Timing is key to maximising the season, from fast start in January to a fabulous fanfare finish during Easter weekend.”
