Mondelēz International has announced a busy line-up for Easter as it builds on last season’s momentum when it added £22m to the category, and plans to maximise Cadbury’s position as the number one Easter confectionery brand (Nielsen).

IGD research has revealed that the average UK shopper spends £17 on chocolate during the Easter season, and in the three-week run-up to Easter 2019 confectionery was the most important category in store.

Delia Lendais-Metral, brand manager for Easter at Mondelēz International, said: “Easter and confectionery go hand-in hand – 72% of shoppers agree confectionery is part of the Easter tradition.

“When asked to name the confectionery supplier they most associated with the season, 75% of shoppers named Cadbury without prompting – a higher number than any other brand. So key lines like Cadbury Mini Eggs and Cadbury Creme Egg, the number one and two Easter SKUs, are vital to have on shelf.”

She said shopping missions for Easter are changing as sales of Easter confectionery during smaller shopping trips grew 32% in 2019, while sales of Easter confectionery bought as part of a main shopping trip were down 46%, meaning there is a great opportunity for smaller stores to take advantage of seasonal sales.

The company’s advice to retailers states that planning ahead is even more crucial in a shorter season; focusing on shoppers’ favourites helps drive the category with NPD playing a role in creating excitement; and secondary sites, along with a strong Easter-focused aisle or fixture, are key. It advises splitting the season into three phases to enable them to stock the right range at the right time.

The first phase is Fast Start – ensuring retailers are ready for shoppers looking for treat products, such as mini eggs and self-eat treats such as Crème Egg or Oreo Egg. This year, Cadbury Creme Egg is creating a new content platform and campaign hub. It will host content purposely produced to elevate the Creme Egg eating experience. Retailers can also give their shoppers the chance to win up to £10,000 or hundreds of entertainment vouchers by purchasing a single Creme Egg.

Next comes Momentum – after Valentine’s Day retailers should focus on shoppers looking for products to share with the family such as Cadbury Crème Egg and Mini Eggs gifting tins. The tins have digitally interactive graphics driving shoppers to recipes online promoting the growing home-baking family occasion. And in the hollows category 2020 will see the introduction of the new 175g Cadbury Dairy Milk Giant Hollow Bunny; while Maynards Bassetts will build on the success of its Soft Jellies Wild Safari and Fizzy Fish bags with the introduction of 160g Soft Jellies Happi-Nest. Plus in 2020 Cadbury will be partnering with the new film Peter Rabbit 2, with relevant product branding on packs across the Cadbury Easter range and the return of Cadbury Dairy Milk Plus Toys featuring soft toy versions of Peter Rabbit and Benjamin Bunny. New flavour Orange Mousse Bunny will join the Vanilla Mousse Bunny 30g self-treat range.

The final phase is Gifting Finish – after Mother’s Day as shoppers look for products to gift to family and friends. Medium shell eggs are the largest footfall driver during the final weeks of the Easter season, and the Cadbury range will be joined by the 125g Caramel Shell Egg. Purple Eggs will be refreshed in a range of colours and designs reflecting the traditional Esater activity of painting eggs. There will also be a first appearance of the Cadbury Darkmilk Easter Egg; and the launch of Heritage Collection eggs with four new products – Fry’s Turkish Delight, Fry’s Chocolate Cream, Bournville and Maynards Bassetts Wine Gums. All products contain one 110g egg and one single of the relevant product.

The winning flavour of the Cadbury inventor programme will appear in the form of the Cadbury Dairy Milk Choca-Latte giant egg, aimed at shoppers looking for exclusive offers and new flavours. Cadbury Dairy Milk Treasures is also moving into the Easter egg market with two new products – Freddo and Buttons. Green & Black’s is targeting the premium gifting sector with its top-selling milk and dark tablets joining its egg range.