Mondelēz International has announced details of its eggs-tra special Easter range for 2022, which is sure to help retailers crack the confectionery category over Easter; the second largest confectionery season[i] after Christmas.
To get the season off to a fast start, retailers need to signpost the season early and use social media to make customers aware that their favourite Easter products are on shelf. With great displays in high-footfall locations in store, retailers can boost their self-eat and sharing offers to shoppers.
Easter wouldn’t be the same without Cadbury Creme Egg, the number one brand at Easter[ii]. In fact – three Cadbury Creme Eggs are sold every second during the season[iii], making it a must-stock for retailers.
Two out of three people[iv] buy Cadbury Creme Eggs for non-Easter related consumption, showing the importance of stocking up on the product early and highlighting its prominence in the range.
Cadbury Creme Eggs will appear in an exciting new promotion this season, inviting shoppers to find one of 200 special promotional half white half milk chocolate Creme Eggs across the UK and Ireland for the chance to win £10,000 – but only if they don’t eat it! The ‘How Do You NOT Eat Yours?’ campaign will run across in-store POS and via online and outdoor advertising, highlighting the promotion to consumers.
Also available for the first time is a special mixed gift package containing five iconic filled eggs – two Cadbury Creme Eggs, two Caramel Eggs and one Oreo egg. The packs, RRP £3.14, are available now.
Cadbury Mini Eggs is a staple of Easter, with the 80g bag being the number one selling product across all Easter SKUs in 2021[v].
Launched last year, the Cadbury Mini Eggs Tablet was the number one NPD[vi], turning one of the nation’s favourite[vii] Easter brands into a popular snacking format. With the eye-catching staple yellow colours of the brand’s aesthetic and stand-out packing across its range, Cadbury Mini Eggs is unmissable on shelf.
Key to the Cadbury range in 2022 is the continuation of the brand’s partnership with Peter Rabbit. This has particular resonance next year, which sees the iconic bunny celebrate his 120th Anniversary.
This year Peter Rabbit also graces the front of the brand-new Cadbury Dairy Milk Hot Cross Bun Bar. The new cinnamon crunch flavoured bar is set to become a staple flavour of Easter, tapping into a much-loved Easter ritual of sharing hot cross buns. Tablets are the heartland for the Cadbury brand, so this addition to the novelties range is sure to be a hit in-store. The new 110g bar will be available in cases of 18 at an RRP* of £1.40.
The new launch joins the rest of the Peter Rabbit range for 2022, including Cadbury Dairy Milk Egg ‘n’ Spoon with Oreo, Cadbury Dairy Milk Bunny Orange Mousse and the return of the Cadbury Hollows range, appealing to shoppers wanting a differentiated offering. The range includes White Oreo Hollow Bunny alongside the two standard Cadbury Dairy Milk Hollow Bunny products, available in 50g and 100g formats.
Also new this year from Cadbury is the Spring Share Box. Each box, RRP £5.99, will contain a range of Cadbury goodies perfect for sharing including Cadbury Mini Eggs, Cadbury Creme Eggs and Caramel Eggs as well as Cadbury Creme Egg Twisted singles.
New for 2022 is the Cadbury Twirl Orange Large Egg. Containing one large orange-flavoured egg and 2x Twirl Orange singles bars, the egg joins the best-selling Cadbury Twirl Large Egg in the Cadbury large eggs range.
Cadbury’s best-selling gesture egg – the Cadbury Mini Eggs Gesture Egg – will be joined in 2022 by new Cadbury Creme Egg Gesture Egg and new Cadbury Fingers Gesture Egg. Each of the new products contains one large shell egg and 3x Cadbury Creme Egg singles or 3x packs of Mini Fingers respectively.
And finally for 2022, Cadbury will be launching the Daim Heritage Egg. Containing one heritage shell egg and 1x Daim 28g bar, the new egg is available now, RRP £3.99*.
Finally, the 2022 Easter range from Cadbury is on a journey to ensure improved sustainability with the majority of its packaging now recyclable across all its Easter products, with no rigid plastic. As part of the company’s ‘Pack Light & Pack Right’ strategy, the plastic tamper stickers from egg multipacks have been removed along with remaining plastic elements across the range such as the spoon in Egg ‘n’ Spoon packs. Shell egg packaging will carry the ‘Be a Good Egg’ prompt to encourage consumers to recycle the cardboard packaging after use.
New products for Easter 2022:
- Cadbury Mixed Filled Egg Collection, 5x eggs, 191g, RRP £3.14, Case size: 28
- Cadbury Dairy Milk Hot Cross Bun Bar, 110g, RRP £1.49, Case size: 18
- Cadbury Spring Share Box, 450g, RRP £5.99, Case size: 4
- Cadbury Twirl Orange Large Egg, 241g, RRP £6, Case size: 6
- Cadbury Creme Egg Shell Egg, 275g, RRP £8, Case size: 4
- Cadbury Fingers Shell Egg, 212g, RRP £8, Case size: 4
- Cadbury Daim Shell Egg, 138g, RRP £3.99, Case size: 9
[i] HIM Shopper, total coverage + discounters sales data and Kantar World Panel TH+OOH confectionery 4 weekly data
[ii] Nielsen Insights, Total Market incl Discounters, 18 wks to 04.04.21
[iii] Nielsen Insights, Total Market excluding Discounters, 18 wks to 04.04.21
[iv] Nielsen, NIS, Various Markets, Total Spring, Value Sales, 18wk to 03.04.21 vs 19wk to 10.04.20, IRI, Temple, Various Markets, Value Sales, 18wk to 04.04.21 vs 19 wk to 11.04.20
[v] Nielsen Insights, Total Market excluding Discounters, 18 wks to 04.04.21
[vi] Snackchat, Understanding Easter Shopper Behaviour, April 2021
[vii] Nielsen market excl. Discounters, till 11th April