Retailers will benefit from the return of its Gooless promotion, exclusive to the convenience market.

Running from January 1 until Easter Sunday, one winner every day will unwrap a gooless Creme Egg and win up to £1,000.

Mondelez will match the prize for the retailer with either stock vouchers or Love to Shop vouchers. The company will also give retailers a chance to win vouchers with its Take a Shelfie photo competition on its Delicious Display website.

Cadbury will return to TV screens to promote both its Easter hunt and Creme Egg in the New Year, and Mondelez is bringing back all its Easter favourites as well as five new products.

Easter marks a huge boom in confectionery sales for retailers around the country and has performed particularly well in recent years. Sales rose 3% to £354m in 2016.