It’s early January and that means just one thing in the confectionery world – the annual return of Cadbury Creme Eggs.

The eggs boast being the number one best selling confectionery line in the Spring, with sales of 180 million eggs in just three months. As such Cadbury Trebor Bassett has an 83% share of the filled egg market with 76% generated by Creme Egg.

The range has been redesigned and a £5m support package includes Coronation Street credits, outdoor, radio and online advertising.

Mike Tipping, head of customer relations at CTB, said: “It’s essential to site Creme Egg at the till point to gain most profit from the impulsive nature of this Easter favourite. Multipacks are increasingly popular and sharing formats should be dual sited close to ‘Big Evening In’ displays.”

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