Retailers should drive Easter sales by stocking impulse lines from January 1, then introducing sharing products and gifts later in the season.

That was the advice from Mondelez International as the company announced its seasonal plans for Cadbury and Maynards Bassetts Jelly Babies.

White Creme EggConvenience stores can give their shoppers a chance to win £1,000 as the brand brings back its channel-exclusive Cadbury Creme Egg activity.

In previous years, the brand challenged shoppers to find ‘gooless’ Creme Eggs, but this year there will be one white chocolate egg to find every day.

The eggs will be placed by Mondelez representatives in stores that have the best displays. There will be one winner every day from January 1 and the retailer that sells the winning eggs will also receive £1,000.

Maynards Bassetts Jelly Babies is replacing its seasonal bunny shapes with Chicks, which come in 165g sharing bags and 495g gift jars, RRP £1 and £5.19 respectively.

Cadbury Maynards Bassetts Easter plan

Also in gifts, Mondelez is aiming to drive spend by launching a Cadbury Dairy Milk Inclusions Shell Egg range.

Available in Daim and Fruit & Nut, the 570g packs have an RRP of £12 and tap into the 81% year-on-year growth in luxury eggs.

Aislinn Campbell, Easter brand manager at Mondelez International, said: “We’re aiming to help retailers make store displays as exciting as possible and offering products that encourage shoppers to trade up.”

Retailers can download PoS from Mondelez International’s trade website.