Mondelēz International has unveiled its full range of egg-citing Easter confectionery to help retailers capitalise on the 2021 season with shoppers’ favourite trusted brands.
Mondelēz International was the largest[i] manufacturer in last year’s season, with the biggest Easter brands[ii] in Cadbury, Cadbury Mini Eggs and Cadbury Creme Egg.
To make the most of the Easter season, retailers should split Easter into three phases: getting off to a ‘Fast Start’ up until Valentine’s Day by catering for shoppers looking for Easter products for themselves; building ‘Momentum’ as shoppers buy products to share with family and friends; and then gearing up for a ‘Gifting Finish’ as shoppers look for gifts for others.
Mondelēz is helping retailers add ‘Momentum’ to Easter – the second largest confectionery season[iii] after Christmas – through an exciting range of novelty products, and then bring the season to a traditional ‘Gifting Finish’ with a selection of new shell eggs that build on the power of Mondelēz International’s successful confectionery brands.
Creating mid-season momentum
Mondelēz is bringing one of Britain’s most-loved characters to life in 2021 through an exciting partnership for the Easter season.
The Cadbury Peter Rabbit novelties range will see Beatrix Potter’s iconic bunny appearing across more than 87M packs, including small and medium shell eggs, Cadbury Dairy Milk tablets and a range of seasonal launches, with the partnership supported through eye-catching PoS material. The elegant Beatrix Potter Illustrations will exemplify Easter Joy and Gifting and provide stores with the ability to create impactful displays to drive awareness of the Easter season in store.
Cadbury Dairy Milk Plush Toys will return with a new-look aligned with the Beatrix Potter partnership, featuring the soft toy character of Peter Rabbit alongside a small Cadbury Dairy Milk shell egg. Toys are one of the biggest gifting categories at Easter and so the partnership offers a real opportunity to cater for shoppers looking for high-value gifts.
Cadbury Dairy Milk Bunny will also feature Beatrix Potter imagery on pack, with returning favourites Cadbury Dairy Milk Bunny Orange Mousse and Cadbury Dairy Milk Bunny Vanilla Mousse also available in the new-look.
Cadbury Dairy Milk Egg’n’Spoon and Cadbury Dairy Milk Egg’n’Spoon with Oreo will also return in 2021, featuring the new design to further stand out on shelf for the product.
Beatrix Potter’s Peter Rabbit will also appear on-pack of the Cadbury Hollows range, appealing to shoppers wanting a differentiated offering. Firstly, joining the Cadbury Hollows range for 2021 will be a brand-new collaboration brought to life with the exciting Beatrix Potter’s Peter Rabbit design. The White Oreo Hollow Bunny brings two powerful brands from the Mondelez portfolio together, Oreo and Cadbury, while tapping into the growth seen by white chocolate.
The launch joins the rest of Hollows portfolio: 50g Cadbury Dairy Milk bunny; 100g Cadbury Dairy Milk chocolate bunny; and the 50g Popping Candy Cadbury Dairy Milk bunny, all of which is sure to add value to shoppers through the defined hollow offering.
Gifting finish
After Mothers’ Day and up until Easter weekend itself, the category accounts for approximately 44[iv]% of total sales. For shoppers it becomes about the joy of giving presents to family members, and buying habits shift to shell eggs and more gift-worthy options.
Cadbury is tapping into the joy of the traditional Easter Egg hunt through a campaign based around their iconic Cadbury purple egg, encouraging consumers to “Show you care…hide it!”.
This campaign is expected to reach around 98% of all adults during the Easter season through TV and video on demand, out of home and digital PR, in-store activations and experiential marketing. Excitingly, this will be followed up with a new digital activation, which will enable consumers to hide an egg virtually for someone they love anywhere in the world. Stay tuned for more information in the new year!
Shell Eggs are key in the run-up to the Easter weekend, remaining hugely important to shoppers. 42%[v] of shoppers buying Shell Eggs as a gift, making it a must-stock for retailers.
For 2021, Mondelēz is also calling upon the power of its well-loved brands to launch a range of new products within Shell Eggs.
This Easter will also see the introduction of the Cadbury Fruit & Nut Shell Egg. Tapping into the iconic Fruit & Nut heritage brand, which has been on shelves since 1926, the Cadbury Fruit & Nut Shell Egg will contain one giant egg alongside 3x Fruit & Nut 49g bars. The launch taps into the 9.7%[vi] growth of the brand and will make an ideal gifting proposition for those buying for over-45s.
Also new to the range is the Cadbury White Oreo Shell Egg. Containing one egg, made from a creamy white chocolate shell with Oreo pieces, the Cadbury White Oreo large shell egg maximises the growth of the white chocolate category, worth £179M[vii]. This is an ideal gifting offer for shoppers looking to buy for adult family members aged 18-35.
Retailers can find further confectionery and seasonal advice at www.deliciousdisplay.co.uk.
[i] Nielsen market excl. Discounters, until 11.04.20
[ii] Nielsen market excl. Discounters, until 11.04.20
[iii] HIM Shopper, total coverage + discounters sales data and Kantar World Panel TH+OOH confectionery 4 weekly data
[iv] Nielsen, Mondelez Share, 2020 season
[v] UK Mondelez Seasonal Snacking – Easter Demand Spaces 2018.
[vi] Nielsen NIS MAT we: 21.03.20 Total Market including Discounters / Kantar MAT 19th April 2020
[vii] Kantar Wordpanel, we: 14.06.20
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