Masterfoods hopes to continue the success of its Easter range with the launch of an enhanced line-up for 2004.

In previous years sales at Easter have been impressive – growing by 12.5 per cent in 2003 and 19.9 per cent in 2002 according to AC Nielsen figures.

The big news for Easter 2004 is a new category under the Celebrations brand. There are two packs in this mini range – the Maltesers Teasers Egg and Galaxy Truffle Egg (rrp 99p). Each contains a small hollow egg with a few Celebrations twist wraps.

White Chocolate Maltesers join the Easter portfolio, in a large egg format (rrp £2.99) comprising a hollow white chocolate egg and two bags of Maltesers.

This year’s relaunch of Galaxy has made its way onto the Easter packaging for Mini Eggs (rrp 99p), and Galaxy and Galaxy Minstrels Large Eggs (rrp £2.99).

There are also two launches for the Mars brand – the new Mars Mini Eggs (rrp 99p) and the Mars Small Egg (rrp £1.39) designed to appeal to parents with young kids.

For adults there is the new Mars Big One and Snickers Big One eggs (rrp £4.99), sitting alongside the new Revels egg (rrp £4.99).

The Harry Potter Dragon Egg returns for a second year, following what Masterfoods describes as ‘phenomenal’ success. Also returning are the Diagon Alley Eggs (rrp £3.99) that feature another two shops from the wizarding street – ‘Flourish & Botts’ and ‘Quality Quidditch Supplies’. Harry Potter Chocolate Frog Egg (rrp £3.99) also returns.

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