The small sharing segment is the fastest growing part of the Easter category with sales up 28% last year (Nielsen) meaning it now accounts for 24% of the Easter market.
In addition, Mars Wrigley says this segment helps satisfy the needs of the 56% of families with children under the age of 10 who take part in an egg hunt at Easter (NRF data).
And this is why Mars Wrigley is launching two new hero SKUs for Easter 2025: M&M’S Choco Mini Eggs, filled with M&M’S Minis and crispy pieces, and Galaxy Minstrels Mini Eggs, with a crispy outer shell and a solid chocolate centre.
Meanwhile, the confectionery giant says 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 Egg designed for ‘gatekeeper’ shoppers seeking fun treats for younger consumers.
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 (Nielsen). But it’s Extra Large Eggs which is the fastest growing Mars Wrigley egg format, with a 37% value increase and 39% unit increase (Nielsen). The company says these eggs offer consumers an opportunity to trade up and indulge in an “unforgettable gifting experience”.
New for 2025 is the M&M’s Crispy Bunny Large Egg, which expands on the launch of the new M&M’S Crispy Bunny self-eat treat. There is also the new Snickers Extra Large Egg.
Mars Wrigley over-indexes with a 17% share of the Giant segment (Nielsen) with the bigger pack said to offer a better value trade-up option for shoppers.
The company describes the Maltesers Truffles Giant Egg as a “showstopper” while it says its Galaxy Ripple Giant Egg offers “unmatched smoothness that melts in your mouth”.
Florence McGivern, senior brand manager, Easter at Mars Wrigley, says the company has also upgraded its 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.”
