Mondelēz encourages retailers to plan early for Easter with Cadbury offerings
Cadbury Mini Eggs Tablet will be new to the Easter product range for 2021
Mondelēz International is encouraging retailers to get ahead with seasonal opportunities with its Easter portfolio consisting of the iconic Cadbury Creme Egg and Cadbury Mini Eggs, as well as new Cadbury Mini Eggs Tablet.
To make the most of the season, Mondelēz believes retailers should split Easter into three phases: getting off to a quick start, building momentum, and then gearing up for a ‘gifting finish’ as the festive period reaches its finale. The first of these phases, ‘fast start’ runs from January until Valentine’s Day.
The ‘fast start’ phase focuses on shoppers looking for treat products for themselves, such as Cadbury, Cadbury Mini Eggs and Cadbury Creme Egg, the three biggest Easter brands.
Cadbury Creme Egg showed its strength through continuing to grow market share in 2020. As well as this, two out of three people buy Cadbury Creme Eggs for non-Easter related consumption, strengthening the importance of stocking up on the product from the beginning of the year and highlighting its prominence in the range.
This year, Cadbury Creme Egg will be inviting shoppers to celebrate 50 years of the beloved brand, as it hits its golden anniversary. This is to be celebrated with a new in-store promotion from 26 December, designed at challenging shoppers to unwrap the shiny ‘Golden Goobilee Creme Egg’ in their local store and having the chance to win the incredible grand jackpot of £5000. There are also smaller cash-prizes up for grabs.
Additionally, when a shopper wins, so does the store. Independent retailers also have the chance to win a variety of cash-prizes or Amazon vouchers, up to £1000, with 30 golden eggs hidden within the convenience channel. To participate, retailers must use Cadbury promotional display material.
The new ’Golden Goobilee’ campaign will be supported by digital, OOH and surprising PR activities to drive excitement throughout the Easter season. The brand will also be rolling out a celebratory new retro pack design to grab shoppers’ attention in store and alert them to the occasion.
The Cadbury Mini Eggs 80g bag was reportedly the number one product across all Easter SKUs in 2020, with the brand accounting for 50% of total mini egg sales.
As well as returning favourites, including treatsize, bags and multipacks, Cadbury Mini Eggs will be adding a new member to the portfolio for 2021 – the Cadbury Mini Eggs Tablet, turning one of the nation’s favourite Easter brands into a popular snacking format. The new 110g bar will be available in cases of 20 at an RRP of £1.49.
Cadbury Mini Eggs will be supported by a brand-new suite of POS material, matching the same eye-catching staple yellow colours of the brand’s aesthetic, as well as a new pack design across the products.
For more information, visit: deliciousdisplay.co.uk.
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