Mondelēz International has unveiled its full range of Easter confectionery to help retailers capitalise on the 2021 season.
To make the most of the season, Mondelēz advises retailers to split Easter into three phases: getting off to a "Fast Start" up until Valentine’s Day by catering for shoppers looking for Easter products for themselves; building "Momentum" as shoppers buy products to share with family and friends; and then gearing up for a "Gifting Finish" as shoppers look for gifts for others.
The Cadbury Peter Rabbit novelties range will see Beatrix Potter’s iconic bunny appearing across more than 87M packs, including small- and medium-shell eggs, Cadbury Dairy Milk tablets and a range of seasonal launches, with the partnership supported through eye-catching PoS material.
Cadbury Dairy Milk Plush Toys will return with a new-look aligned with the Beatrix Potter partnership, featuring the soft toy character of Peter Rabbit alongside a small Cadbury Dairy Milk shell egg. Toys are one of the biggest gifting categories at Easter and so the partnership offers a real opportunity to cater for shoppers looking for high-value gifts.
Cadbury Dairy Milk Bunny will also feature Beatrix Potter imagery on pack, with returning favourites Cadbury Dairy Milk Bunny Orange Mousse and Cadbury Dairy Milk Bunny Vanilla Mousse also available in the new-look.
Cadbury Dairy Milk Egg’n’Spoon and Cadbury Dairy Milk Egg’n’Spoon with Oreo will also return in 2021, featuring the new design to further stand out on shelf for the product.
Beatrix Potter’s Peter Rabbit will also appear on-pack of the Cadbury Hollows range, appealing to shoppers wanting a differentiated offering. Also joining the Cadbury Hollows range for 2021 will be a brand-new collaboration brought to life with the Beatrix Potter’s Peter Rabbit design. The White Oreo Hollow Bunny brings two brands from the Mondelez portfolio together, Oreo and Cadbury, while tapping into the growth seen by white chocolate.
The launch joins the rest of Hollows portfolio: 50g Cadbury Dairy Milk bunny; 100g Cadbury Dairy Milk chocolate bunny; and the 50g Popping Candy Cadbury Dairy Milk bunny, all of which is sure to add value to shoppers through the defined hollow offering.
After Mothers’ Day and up until Easter weekend itself, the category accounts for approximately 44 per cent of total sales. For shoppers it becomes about the joy of giving presents to family members, and buying habits shift to shell eggs and more gift-worthy options.
Cadbury is tapping into the traditional Easter Egg hunt through a campaign based around their iconic Cadbury purple egg, encouraging consumers to “Show you care … hide it!”.
This campaign is expected to reach around 98 per cent of all adults during the Easter season through TV and video on demand, out of home and digital PR, in-store activations and experiential marketing. This will be followed up with a new digital activation, which will enable consumers to hide an egg anywhere in the world, virtually, for someone they love.
Shell Eggs are key in the run-up to the Easter weekend, remaining hugely important to shoppers: 42 per cent of shoppers buying Shell Eggs as a gift, making it a must-stock for retailers.
For 2021, Mondelēz is launching a range of new products within Shell Eggs.
This Easter will see the introduction of the Cadbury Fruit & Nut Shell Egg. Tapping into the iconic Fruit & Nut heritage brand, which has been on shelves since 1926, the Cadbury Fruit & Nut Shell Egg will contain one giant egg alongside 3x Fruit & Nut 49g bars. The launch aligns with the 9.7 per cent growth of the brand and will make an ideal gifting proposition for over-45s.
Also new to the range is the Cadbury White Oreo Shell Egg. Containing one egg, made from a creamy white chocolate shell with Oreo pieces, the Cadbury White Oreo large shell egg maximises the growth of the white chocolate category, worth £179M and is an ideal gifting offer for shoppers looking to buy for adult family members aged 18-35.
Retailers can find further confectionery and seasonal advice at www.deliciousdisplay.co.uk.
New products for the season:
• Cadbury Mini Eggs Bar, 110g, RRP £1.49 Case size: 20
• Cadbury Dairy Milk Peter Rabbit White Oreo Hollow Bunny, 100g, RRP £2.99, Case size: 8
• Cadbury White Oreo Easter Egg, 220g, RRP £6, Case size: 6
• Cadbury Dairy Milk Fruit & Nut Easter Egg, 302g, RRP £8, Case size: 4
Ann Forshaw’s Milk Shed at SPAR Derwent
