Mars Wrigley has revealed its egg-citing line-up of 11 new products ahead of Easter 2025, expanding its offerings alongside returning best sellers, including blockbuster brands such as M&M’S® and GALAXY®.
The confectioner’s Easter range will be available from December 26th 2024, providing retailers with the opportunity to build on the excitement of Easter as Christmas ends, and leverage the three-week longer season.
Easter remains a key occasion for chocolate confectionery. This year saw the biggest spring season yet, with value and unit growth outperforming total FMCG and confectionery trends at 13.5% and 2.4% respectively for Easter alone[1]. There was also a 14% increase in trip spend and a 6% rise in more trips compared to the rest of the year[2], demonstrating the nation’s continued love for confectionery during this occasion. As consumer confidence continues to grow, Easter 2025 is expected to be a blockbuster year.
Florence McGivern, Senior Brand Manager, Easter at Mars Wrigley, commented: “At Mars Wrigley, we have a diverse portfolio of well-known and loved brands that cater to different consumer needs. This year, we are launching 11 new products for Easter 2025 to help retailers drive sales during this crucial period.
“We have also upgraded our Easter egg packaging with sustainability in mind. The new design for our medium, large and extra large Easter egg range features a tamper-evident foil, created with Stampack technology, and a carton that no longer features a plastic-window. To ensure that the packaging still stands out on shelf, it includes an eye-catching ‘egg crack explosion’, taste-led cues and sturdy cardboard fitments.”
NPD: Self-Eat
This year, the self-eat category saw a value increase of 5.9%[3] due to the consumer propensity to enjoy these products as an early season treating moment, leading Mars Wrigley to launch two delicious new self-eat products that capitalise on the opportunity.
First up is the M&M’S® Crispy Bunny which features a creamy, crunchy filling with M&M’S® Minis throughout. The product attracts a younger audience with its fun appeal, and with M&M’s® ranking as the number 1 bitesize brand globally with 29% penetration[4], the NPD provides shoppers with an exciting brand expansion that delivers high incrementality.
Also new is the MALTESERS® Popcorn Bunny, the undisputed star of the Mars Wrigley MALTESERS® Bunny range. This light, airy bunny with real popcorn pieces brings a unique texture and taste alongside a familiar flavour, enhancing the appeal of self-eat treats this Easter.
NPD: Small-Sharing
Small sharing is the fastest growing partition with growth of 28%[5] and accounts for 24% of the Easter category[6], offering consumers a convenient and tasty treat. Additionally, the category is set up to satisfy the needs of the 56% of families with children under the age of ten who take part in a treat hunt at Easter[7].
Mars Wrigley is launching two new hero SKUs in this partition. M&M’S® Choco Mini Eggs are filled with M&M’S® Minis and crispy pieces to offer a satisfying crunch, making them a hit with younger consumers (under 35s) and families looking for fun, shareable treats.
In addition, GALAXY® Minstrels Mini Eggs bring moments of indulgence into the small sharing category. With a crispy outer shell paired with a solid chocolate centre, this product introduces the classic Minstrel to the Easter season with its egg shape.
NPD: Medium Eggs
Medium eggs play a significant role in driving early season sales and repeat purchases, used both as a self-eat treat and a gift, presenting retailers with the opportunity to drive category penetration and recruit new consumers into the category.
Following the successful launch of M&M’S® Minis in June 2024, Mars Wrigley is expanding its 2025 Easter range with the M&M’S® Minis Medium Eggdesigned for ‘gatekeeper’ shoppers seeking fun treats for younger audiences. Also available this Easter is the new MALTESERS® White Mini Bunnies Medium Egg which will roll out as a Tesco exclusive at the end of December.
NPD: Large & Extra Large Eggs
Mars Wrigley saw double-digit growth across its Large Egg portfolio in 2024, with five SKUs ranking in the top 20 and capturing a 23% share of Large Egg sales[8]. Extra Large Eggs is the fastest growing Mars Wrigley egg format with a 37% value increase and 39% unit increase[9]. They offer consumers an opportunity to trade up and indulge in an unforgettable gifting experience.
With three exciting new products in this segment, the MILKY WAY® Large Eggis an Asda exclusive. This indulgent egg includes three MILKY WAY® bars, offering classic, melt-in-your-mouth enjoyment for all the family. The M&M’S® Crispy Bunny Large Egg is expanding on the launch of M&M’S® Crispy Bunny. This large egg elevates the Easter experience for those craving fun and tasty enjoyment all in one. Last but not least, the new SNICKERS® Extra Large Egg will be hitting shelves in time for Easter. Combining chocolate, nuts and caramel, this new SNICKERS® release takes treating to new heights in an extra-large size.
NPD: Giant Eggs
These larger-than-life Easter treats let consumers level up their gifting game, delivering an impressive and stylish way to celebrate the season. Mars Wrigley over-indexes with a 17% share of the Giant segment[10] with the bigger pack offering a better value trade-up option for shoppers.
The MALTESERS® Truffles Giant Egg is a showstopper that includes MALTESERS® beloved truffles collection, providing a rich and creamy indulgence. The GALAXY® Ripple Giant Egg is solid hollow chocolate eggs that is an unmatched smoothness that melts in your mouth.
[1] NielsenIQ Scantrack. Total Easter, E24 13w we 30.03.24, E23 14w we 08.04.23
[2] KANTAR WPO Packaged Snacking, 13we 31 March 24 vs 14w/e 9 April 23
[3] NielsenIQ Scantrack. Total Easter, E24 13w we 30.03.24, E23 14w we 08.04.23
[4] Kantar 52 w/e 16th April 2023
[5] Nielsen: 13 w/e 30th March 2024 vs. 14 w/e 6th April 2023
[6] Nielsen: 13 w/e 30th March 2024 vs. 14 w/e 6th April 2023
[7] NRF – How Shoppers are planning to spend on easter 2024
[8] Nielsen: 13 w/e 30th March 2024 vs. 14 w/e 8th April 2023
[9] Nielsen: 13 w/e 30th March 2024 vs. 14 w/e 8th April 2023
[10] Nielsen: 13 w/e 30th March 2024 vs. 14 w/e 8th April 2023
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