Cadbury launches ‘ultimate’ Biscoff Shell Egg this Easter

Mondelēz International, the No. 1 confectionery supplier[1],  is drumming up further Easter excitement with the launch of an ultimate Cadbury Dairy Milk Biscoff shell egg. The new product builds on the iconic partnership between Cadbury Dairy Milk and Lotus Biscoff and offers another opportunity for retailers to drive seasonal sales.

Following the launch of its ‘fast start’ range (from 1st January to Valentine’s Day), Mondelēz International advises retailers to split the remaining weeks in the run up to Easter into two phases: ‘building momentum’ (from Valentine’s Day to Mother’s Day on 10th March), and then ‘gifting finish’ to maximise shell egg sales.

In 2025, Mondelēz International grew Easter sales ahead of the category at +19.1% value YOY[2] and remains the No. 1 supplier at Easter time[3].

Ultimate Shell Egg Range

The ultimate Cadbury Dairy Milk Biscoff Shell Egg follows the launch of Cadbury Biscoff Filled Egg and is a Cadbury Dairy Milk chocolate egg with crunchy Lotus Biscoff biscuit pieces, and eight individually wrapped Cadbury Dairy Milk Biscoff chunks. Part of Cadbury’s premium range, Cadbury Dairy Milk Biscoff Shell Egg is an extra-large egg designed for premium gifting occasions at Easter.[4]

Special Gesture Range

Mondelēz International is redesigning its ‘Special Gesture’ range, making a clear distinction between the traditional shell egg range and the Ultimate shell egg range. Each shell egg is wrapped in a new Cadbury branded foil that is visible via a cut out on the front of the pack and has a recyclable cardboard handle that seamlessly integrates into the design of each individual box.  The changes to the range have been designed to enhance their gift-ability and offer shoppers a premium value option.  The range features some of Cadbury’s most iconic brands such as Mini Eggs, Cadbury Twirl and Cadbury Dairy Milk Fruit & Nut.

Traditional Gift Range Featuring New Cadbury Creme Egg White Shell Egg launches nationwide

Traditional gifting eggs are vital to the season, with the largest share across Easter at 35% and the segment growing the second fastest.[5] Mondelēz International is looking to continue to drive excitement within this segment and is launching Cadbury Creme Egg White shell egg nationwide. The launch taps into the 74% of white chocolate consumers who buy white chocolate only for Cadbury Creme Egg White[6], and brings the second-biggest product in self-eat singles[7] into the traditional shell segment.

The Easter range is being supported with a new above-the-line campaign. There will also be impactful and engaging instore activations and retailer competitions to promote the Easter range.

Marcelo Salazar, Brand Executive, Cadbury Creme Egg, at Mondelēz International, said: “Easter continues to be a crucial sales period for the confectionery category. Shell eggs are an iconic part of Easter, and our range offers different price points to meet a variety of shopper missions while helping retailers drive sales in the run-up to the big day.

“Our brand-new Cadbury Dairy Milk Biscoff Ultimate shell egg also provides another seasonal option for fans of our hugely successful partnership with Lotus Biscoff, bringing the fantastic taste of Cadbury Dairy Milk Biscoff to the Easter occasion.”

Retailers can visit www.snackdisplay.co.uk to discover the full range and find expert confectionery and seasonal advice.