Cadbury Trebor Bassett’s new comprehensive Easter range will target the enormous potential of the second biggest ‘occasion’ of the year behind Christmas, when 68 per cent of the population either purchase or receive confectionery.

Sales of Easter confectionery grew by 10.5 per cent in 2003, taking the overall value of the sector to its highest ever at more than £350m.

A key part of the Cadbury offering for 2004 is the ubiquitous Creme Egg – leader of the filled egg market with a 70 per cent share – which features new extensions: a 60g self-eat bag and 300g resealable box; and a new design 100g bag.

Also in the filled egg sector, Cadbury Caramel eggs have now become Cadbury Dairy Milk with Caramel eggs, to reflect the brand’s redesign. These will come in standard and three-pack formats.

Shell eggs account for 63 per cent of ‘Traditional Easter’ and have been segmented into three key areas – children, teen and adult. While Cadbury claims its Buttons egg is number one across all trade channels, it has introduced a new ‘Giant Buttons’ addition to offer greater value to consumers.

In terms of character licensing and related products, Easter 2004 will see the launch of a range of ‘Return of the King’ shell eggs to celebrate the opening of the third and final film in The Lord of the Rings trilogy.

Two new recipe eggs will be launched in the growing teen egg market – a Cadbury Mini Egg recipe egg complete with pieces of Mini Eggs in the egg’s shell, and a much-requested Whole Nut egg, complimenting the existing Cadbury Fruit & Nut egg.

In the adult sector is an expanded range of Dairy Milk shell eggs, each containing a shell egg made from Cadbury’s Dairy Milk and a large block of relevant CDM chocolate. There will also be a larger, redesigned adult ‘Return of the King’ egg in The Lord of the Rings movie tie-in programme.

New products in the luxury shell egg segment include a new Giant Flake Egg and Giant Mini Eggs egg.

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