Cadbury

Mondelez International has unveiled Cadbury Dairy Milk Hot Cross Bun Bar, available in cases of 18 with an RRP of £1.40, as part of its Easter 2022 range.

The cinnamon crunch flavoured bar taps into a Easter ritual of sharing hot cross buns and will join the Cadbury novelties range.

Cadbury Mini Eggs and the Cadbury Mini Eggs Tablet will return this year, with the tablet the number-one new product last year and the 80g bag the number-one selling product across all Easter lines in 2021.

Retailers should split Easter into three phases, according to Mondelez, starting with getting off to a quick start, which focuses on small treats, building momentum, and then gearing up for a ‘gift finish’ as the festive period reaches its finale.

More product news: Mondelez to launch plant-based Cadbury Plant Bar in November

Cadbury Creme Egg will also return to help retailers capitalise on the ‘fast start’, which runs from January until Valentine’s Day.

Susan Nash, trade communications manager at Mondelez International, said: “Easter sales grew 11% last year in independent and symbols stores, with more consumers shopping locally. Purchasing a brand shoppers recognise is the most important factor for a shopper at Easter, making Cadbury, Cadbury Creme Egg and Cadbury Mini Eggs a crucial part of a retailer’s line up.

“Timing is particularly important with Easter falling two weeks later in 2022, meaning there is a real opportunity to grow sales over the longer season. However, over half of Easter confectionery is consumed before Easter, showing just how important it is to capture consumers right at the beginning of the season to drive spend and impulsivity.”

Mondelez’ top tips for a fast start to the season

  1. Be organised
    Order enough stock of the most-loved brands, including Cadbury Creme Egg and Cadbury Mini Eggs, focusing on self eat and sharing

  2. Highlight your displays
    Signpost the season early and make customers aware through social media, creating a ‘seasonal space’, along with a strong Easter-focused aisle or fixture

  3. Utilise PoS
    Use PoS from Easter favourites to highlight products and optimise sales

Read more about seasonal trends in retail