Mondelēz International has revealed what it claims is its best Easter offer, with its extensive range of self-eat, giving and sharing products and the return of the successful Cadbury Creme Egg Gooless promotion. It is also back to help retailers make the most of the Eater opportunity with its Seasons Made Simple initiative.
For 2015 Cadbury Creme Egg - which last year grew 20% in value sales across singles and multipacks - will be the subject of a £3 million marketing investment from January to April, including TV, digital, PR, in-store and outdoor activity. The Gooless Egg promotion is back with prizes for both shoppers and retailers. Running from January 1 to Easter Sunday, one winner every day will unwrap a gooless egg and win up to £1,000. Mondelēz International will match the prize for the retailer where the winner buys their egg in either Mondelēz International stock vouchers or Love To Shop vouchers, meaning they get a share of the promotion.
New for 2015 is Cadbury Dairy Milk Freddo Sprinkles (18g, rrp 25p)– the fun chocolate frog containing sugar sprinkles for spring! It is available in a colourful, seasonal pack, with bunny ears for Freddo.
Cadbury Mini Eggs also had a great 2014, according to Mondelez – it was the second biggest Easter confectionery brand, achieving £15.7 million and growth of 14%, and the handy bag was the best-selling SKU. New for the range for 2015 will be the 231g Gift Egg pack, with six mini bags in a plastic egg pack that will bring great seasonal stand-out.
In 2015, Cadbury Dairy Milk Egg ‘n’ Spoon - which doubled volume sales last year - will benefit from a £2 million marketing investment from January to April 2015, including TV, outdoor, in-store, PR, digital and promotional activity. The packaging will also be refreshed, with a new outer casestructure for even better shelf stand-out.
Also new for Easter 2015 will be Bassetts Jelly Bunnies in a 190g sharing bag (rrp £1.52) in an Easter-themed outer of 12.
Susan Nash, trade communications manager at Mondelēz International, says: “Selling seasonal products is a great way to drive excitement in store and generate incremental confectionery sales. With our Seasons Made Simple initiative, we recommend a tight self-eat range, and retailers can boost this even further with branded POS to highlight key products to customers and make them easy to buy.
“For a successful Easter in 2015, retailers should stock up early with self-eat products to ensure that they get off to a fast start in this shorter season, followed by a focus on family sharing products to drive momentum through the season and end the season by maximising gifting for top-up shopping in the final three weeks.
"We recommend stocking a strong core range of leading brands, including the market leader Cadbury Creme Eggs and number two Mini Eggs Handy Bag. Larger stores should look to stock Bassetts Jelly Bunnies, Cadbury Dairy Milk Freddo Sprinkles, Cadbury Dairy Milk Egg ‘n’ Spoon and Cadbury Creme Egg medium shell egg."