Mondelez repositions Cadbury shell-eggs and launches two new lines ahead of Easter

The supplier has also moved the small confectionery treats that accompany the eggs back inside the shell

cadbury shell eggs

Mondelez International has announced a relaunch of its Cadbury shell-eggs in Easter 2023 that sees them divided into distinct categories that are easier to shop.

The three new categories are ‘surprise & delight’, ‘traditional gift’ and ‘special gesture’ and have been designed distinctively to make the positioning of each pack clearer for shoppers at first glance.

Additionally, the supplier is moving the small confectionery treats that accompany its Cadbury Dairy Milk Buttons, White Buttons, Freddo Faces, Caramel Nibbles, Giant Buttons and Cadbury Mini Egg Easter eggs back inside the chocolate shell.

It has also has launched two new shell eggs for Easter 2023. Cadbury Dairy Milk Chunky Egg and Cadbury Oreo White Egg are both available now at an RRP of £12.

Laura Gray, senior brand manager for Cadbury Easter at Mondelez, said: “Our new treat filled shell-eggs will certainly bring back that feeling of nostalgia and magic for the consumers, now that they can crack them open to reveal and enjoy all of the delicious chocolates stored inside!

“Having a clear and easy-to-shop portfolio is so important for retailers’ ranges and their shoppers’ experience in-store come Easter-time. Within our new ‘surprise & delight’, ‘traditional gift’ and ‘special gesture’ categories, there’s the perfect egg waiting for them – for any occasion or recipient.”


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