Everything you need to know about Cadbury’s 2020 Easter range
Featuring a whole host of new products and partnerships, Mondelez has unveiled its Easter 2020 range
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.
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