Mondelez International has unveiled its full range of its Easter line-up to help convenience retailers make the most of the 2021 season.

Retailers should split Easter into three phases, according to the manufacturer, starting with a ‘fast start’ up until Valentine’s Day by catering for shoppers looking for Easter products for themselves. The second phase is ‘building momentum’ as shoppers buy products to share, ending for a ‘gifting finish’ as shoppers look for gifts for others.

To help retailers make the most of these phases, Mondelez International has launched a selection of novelty products and new shell eggs that build on their current brands.

We’ve summarised everything you need to know about the upcoming launches.

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Novelty products

Mondelez International is bringing Peter Rabbit to life following a new partnership, with the Beatrix Potter bunny appearing across more than 87m packs, including small and medium shell eggs, Cadbury Dairy Milk tablets and a range of seasonal launches.

The on-pack design will be supported with PoS material, with the Beatrix Potter illustrations aiming to highlight gift opportunities and provide stores with the ability to create impactful displays to drive awareness of the season.

Cadbury Dairy Milk Bunny will also feature Beatrix Potter imagery, with the returning Cadbury Dairy Milk Bunny Orange Mousse and Cadbury Dairy Milk Bunny Vanilla Mousse also available with the on-pack imagery.

Mondelez launches Cadbury Bournville Fingers

Cadbury Dairy Milk Egg ‘n’ Spoon and Cadbury Dairy Milk Egg ‘n’ Spoon with Oreo will also return this year, featuring the new design to further stand out on shelf.  

The Cadbury Hollows range returns this year, with the launch of White Oreo Hollow Bunny, helping to tap into the growth seen by white chocolate.

The launch joins the rest of the Cadbury Hollows range:

  • Cadbury Dairy Milk bunny 50g and 100g
  • Popping Candy Cadbury Dairy Milk bunny 50g

Easter eggs

According the supplier, 44% of total East category sales occur after Mothers’ Day and up until Easter Weekend itself.

To help retailers make the most of this opportunity, Mondelez International is launching a campaign base around the Cadbury purple egg, encouraging customers to ‘Show you care…hide it!’.

The campaign will span across TV, video on demand, out of home and digital PR and is expected to reach 98% of adults during the Easter season.

Mondelez launches Cadbury Orange Giant Buttons and Orange Fingers

Shell eggs are key in the run-up to the Easter weekend, the supplier claims, with 42% of shoppers buying them as a gift. As a result, Mondelez International has launched the Cadbury Fruit & Nut Shell Egg.

The Fruit & Nut egg will contain one giant egg, alongside three Cadbury Dairy Milk Fruit & Nut 49g bars. The launch taps into the 9.7% growth of the brand and caters to those buying a gift for over 45s, according to Mondelez International.

Cadbury White Oreo Shell Egg also joins the rand, containing white chocolate with Oreo pieces. The product aims to maximise the growth of the white chocolate category, worth £179m.

New products for the season

  • Cadbury Mini Eggs Bar 110g, RRP £1.49
  • Cadbury Dairy Milk Peter Rabbit White Oreo Hollow Bunny 100g, RRP £2.99
  • Cadbury White Oreo Easter Egg 220g, RRP £6
  • Cadbury Dairy Milk Fruit & Nut Easter Egg 302g, RRP £8
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