Mondelez International has revealed its 2020 Easter range, filled with new treats and campaigns.
Speaking at the launch earlier this week, Delia Lendais-Metral, Easter brand manager at Mondelez, said there are three main periods for retailers to keep in mind when it comes to Easter.
The first period runs from January to Valentine’s Day. During this time, Easter sales come from seasonal impulse lines, such as Creme Egg, Oreo Egg and Mini Eggs.
“Thirty-one per cent said they bought Creme Eggs to share with family before Easter, while 37% said they bought Creme Egg to eat before Easter for themselves,” said Lendais-Metral.
The second period runs from after Valentine’s Day to Mother’s Day. This part of the season is where range and visibility become more important, added Lendais-Metral.
“While there are nine fewer days in this key second part of the season than in 2019, the opportunities are considerable if stores stock the right range. In a shorter season you must get your sales off to a strong start.”
The final period, which runs from after Mother’s Day to Easter Sunday, is where gifts are crucial. During this period, the confectionery category is worth nearly £300m.
“To capitalise during this period, retailers need to ensure they stock a broad range. The top-selling formats during this part of the season are shell eggs, whether they are medium, large, giant or luxury,” said Lendais-Metral.
Meanwhile, Mondelez is also investing £4m behind a new campaign for Creme Egg and Mini Eggs in January 2020, which will span online mini-films, outdoor adverts, new in-store PoS and cook books for both brands.
Another £6m campaign will be launched later that will focus on the rest of the Cadbury Easter range.
What to stock from January to mid-February
- Cadbury Creme Egg 40g, 58p
- Cadbury Oreo Egg 31g, 58p
- Cadbury Dairy Milk Bunny Vanilla Mousse 30g, RRP 65p
- Cadbury Dairy Milk Bunny Orange Mousse 30g, RRP 65p
- Cadbury Dairy Milk Hollow Bunny 50g, RRP £1.49
- Cadbury Dairy Milk Hollow Bunny with Popping Candy 50g, RRP £1.49
- Cadbury Mini Eggs 80g, £1.15
What to stock from mid-February to mid-march
- Cadbury Dairy Milk Egg’n’Spoon 136g, RRP £3.99
- Cadbury Dairy Milk Egg’n’Spoon Oreo 136g, RRP £3.99
- Cadbury Dairy Milk Freddo Treasures with Freddo 150g, RRP £3.99
- Cadbury Dairy Milk Freddo Treasures with Buttons 143g, RRP £3.99
- Cadbury Dairy Milk Giant Hollow Bunny 175g, RRP £4
- Cadbury Mini Eggs Gifting Tin 319g, RRP £5.99
- Cadbury Creme Egg Gifting Tin 409g, RRP £5.99
- Maynards Bassetts Soft Jellies Happi-Nest 160g, RRP £1
- Maynards Bassetts Jelly Chicks sharing bag 165g, RRP £1.32
- Maynards Bassetts Jelly Chicks jar 495g, RRP £5.19
What to stock from mid-march to April
- Cadbury Dairy Milk Plush Toys Benjamin & Small Shell Egg 72g, RRP £6.99
- Cadbury Dairy Milk Plush Toys Peter Rabbit & Small Shell Egg 72g, RRP £6.99
- Green & Blacks Easter Egg Milk Chocolate 165g, RRP £9.99
- Green & Blacks Easter Egg Dark Chocolate 165g, RRP £9.99
- Fry’s Turkish Delight Easter Egg 161g, RRP £3.99
- Fry’s Chocolate Cream Easter Egg 159g, RRP £3.99
- Bournville Easter Egg 155g, RRP £3.99
- Bournville Orange Easter Egg 280g, RRP £8.15
- Maynards Bassetts Wine Gums Easter Egg 400g, RRP £3.99
- Cadbury Dairy Milk Choca-Latte Giant Egg 545g, RRP £9.99
- Cadbury Darkmilk Giant Egg 265g, RRP £8.15
- Cadbury Caramel Egg 125g, RRP £3.49
- Cadbury Dairy Milk Purple Eggs 77g, RRP £1.09
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