Cadbury Creme Egg’s ‘How Do You Display Yours?’ competition returns
Mondelēz International, the No. 1 confectionery supplier[1] is launching its Easter ‘fast start’ range, set to drive seasonal sales for retailers ahead of one of the key calendar occasions of the year.
To make the most of the season, retailers should split Easter into three phases: getting off to a ‘fast start’ (from 1st January to Valentine’s Day), ‘building momentum’ (from Valentine’s Day , to Mother’s Day on 10th March), and then gearing up for a ‘gifting finish’ for the final three-and-a-half weeks until Easter on 5th April.
In 2025, Mondelēz International grew Easter sales ahead of the category at +19.1% value YOY[2] and remains the No. 1 supplier at Easter time[3].
The Cadbury Creme Egg is the signpost of Easter. Cadbury Creme Egg continued its success at the start of the Easter season in 2025 with growth of +16%. It was the No. 2 Easter brand with the 5-pack Cadbury Creme Egg multipack[4] holding the No. 2 Easter SKU spot.
Cadbury Creme Egg’s highly successful ‘How Do You Display Yours?’ retailer competition is returning for Easter 2026, exclusive to independent convenience retail. The competition invites retailers to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays for the chance to win a grand prize of £1000 in vouchers.
To enter the competition, retailers can visit SnackDisplay.co.uk – Mondelēz International’s trade-focused advice and information site. Other prizes up for grabs include: two prizes of £500 vouchers, eight prizes of £100 vouchers.
The competition is a fantastic opportunity for retailers to get into the fun and creativity that Easter brings whilst enticing consumers into stores. The retailer competition mirrors the consumer-facing ‘How Do You Eat Yours?’ campaign.
Marcelo Salazar, Brand Executive, Cadbury Creme Egg, at Mondelēz International, said: “Last year’s competition performed incredibly strongly, so we’re delighted to once again be running our ‘How Do You Display Yours?’ retailer competition that places our top performing Easter product, the Cadbury Creme Egg, in the centre of it all.”
Fast Start: Crack Open Easter Sales
The ‘fast start’ phase kicks off the Easter season and focuses on shoppers looking for small treats for themselves. Filled eggs are always a consumer favourite at Easter, with the singles segment growing +27% in Easter 2025[5].
Following a strong year in 2025 where White Cadbury Creme Egg remained the second-largest SKU in the filled egg singles category[6], Mondelēz International is launching a multipack nationwide to tap into the 74% of white chocolate consumers who solely purchase white chocolate[7]. Also continuing in the range for 2026 is Cadbury Caramel Filled Egg, following an immensely successful 2025 which saw it become the third-largest filled egg single, growing at +25% value.
Also launching nationwide is a new 5-pack multipack Cadbury OREO filled egg. As multipacks continue to perform well at the start of season, Cadbury is expanding its multipack portfolio of filled eggs to drive incremental growth. The segment grew ahead of traditional Easter at +28%[8].
Cadbury Mini Eggs is the No.1 Easter brand[9] and are a key product to stock for the Easter season. The brand continues to provide a wide range of sizes for consumers to choose from for their individual needs and occasions. From Easter 2026, 3 out of 5 Cadbury Mini Eggs SKUs will now be packaged in 65% post-consumer recycled plastic made possible through advanced recycling technology*. The packaging design has been updated to reflect this change with a claim on front of pack, and a scannable QR code on back of pack. This will direct consumers to find out more and where they can take their packaging for recycling collection. More detail can also be found on www.Cadbury.co.uk.
Cadbury is also continuing its iconic partnership with Lotus Biscoff with the launch of its first ever Cadbury Biscoff Filled Egg. Following on from the successful launch of Cadbury Dairy Milk Biscoff bar and advent calendar earlier this year, the new filled egg will be bringing fans more of the creamy Cadbury chocolate they know and love, combined with irresistible Biscoff spread and crunchy biscuit pieces. The new addition to the Easter range has tested well with shoppers, with an 87% purchase intent[10].
Cadbury Biscoff Filled Egg is available in a single as well as 3-pack multipacks, which research has shown is one of the most likely pack sizes to drive trial[11].
Caldentey continued: “Easter marks one of the most exciting moments in the chocolate calendar, and we’re thrilled to unveil an irresistible mix of brand-new creations and beloved favourites to celebrate the season. Leading the line-up is our indulgent Cadbury Biscoff Filled Egg, the latest innovation from our partnership with Lotus Biscoff, set to delight fans everywhere. Of course, no Easter would be complete without the return of our iconic Cadbury Creme Eggs and Mini Eggs, making their much-anticipated return for 2026. This year’s range is crafted to spark excitement, surprise consumers, and drive strong category sales as we head into Easter.”
[1] Nielsen IQ, Total Confectionery, Value Sales, 52 w/e 19.07.25
[2] NIQ Discover Total Coverage data from we 07.12.24 to w/e 19.04.25
[3] NIQ Discover Total Coverage data from we 07.12.24 to w/e 19.04.25
[4] Nielsen Total Coverage, Latest 24 Weeks W/E 19.04.2025
[5] Nielsen Total Coverage, YTD 19/04/2025
[6] Nielsen Total Coverage, 17 Weeks to W/E 19.04.2025
[7] Kantar | Total Chocolate 52 w/e 20 April 2025
[8] Kantar | Total Chocolate 52 w/e 20 April 2025
[9] Nielsen Total Coverage, Latest 24 Weeks W/E 19.04.2025
[10] Cadbury Biscoff filled egg pack design test, February 2025
[11] Creme Egg PPA Study, October 2024
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