Cadbury relaunches its iconic shell-eggs for Easter 2023

Mondelēz International has announced the relaunch of its iconic Cadbury shell-eggs for Easter 2023.

The special relaunch and repositioning will see the full range divided into clear, distinctive and easy-to-shop categories. The brand is also bringing the magic back to its small shell-egg collection by putting Cadbury Buttons, Cadbury Mini Eggs and other delicious treats back inside the chocolate egg once again, as many will remember from years ago.

Bought by one in two UK households and comprising 53 per cent of the total Easter confectionery category, shell-eggs are an egg-stremely valuable opportunity for retailers to strengthen their seasonal sales.

Mondelēz, a leading supplier at Easter time, said it is constantly looking at ways to innovate its products while keeping the fan favourites that the nation knows and loves.

After hundreds of hours speaking directly to consumers, the company is rolling out its new, thoughtfully-planned and delicious portfolio for the 2023 season that meets their needs, from small treat packs up to bigger special gift products.

Cadbury relaunches its iconic shell-eggs for Easter 2023

The three new categories for the Cadbury shell-eggs – Surprise & Delight, Traditional Gift and Special Gesture – have been designed distinctively to make the positioning of each pack clearer for shoppers at first glance across the range. These packs sit alongside Giant Eggs and Inclusion ranges.

Mondelēz said the changes will make it easier for retailers to impress and capture the attention of shoppers with a range covering all bases as Easter approaches, speeding up shoppers’ journeys by making it simpler to choose seasonal gifts for others and treats for themselves.

A highlight of the relaunch is the egg-citing news that all of the delicious treats that usually accompany the small shell-eggs will be enclosed within the chocolate shell once again. There are six different Cadbury eggs available as part of this egg-stra special range, including Cadbury Dairy Milk Buttons, White Buttons, Freddo Faces, Caramel Nibbles, Giant Buttons and Cadbury Mini Egg Easter eggs.

Cadbury relaunches its iconic shell-eggs for Easter 2023

“Our new treat filled shell-eggs will certainly bring back that feeling of nostalgia and magic for the consumers, now that they can crack them open to reveal and enjoy all of the delicious chocolates stored inside,” Laura Gray, senior brand manager for Cadbury Easter at Mondelēz International, said.

“We’re confident that these updates for the 2023 season will make our shell-egg collection that egg-stra bit special for our chocolate-lovers. Having a clear and easy-to-shop portfolio is so important for retailers’ ranges and their shoppers’ experience in-store come Easter-time. Within our new Surprise & Delight, Traditional Gift and Special Gesture categories, there’s the perfect egg waiting for them – for any occasion or recipient!”

Finally, Cadbury is also introducing two brand-new shell eggs to make Easter 2023 even more magical. The new Cadbury Dairy Milk Chunky Egg has a deliciously unique, extra thick shell that’s sure to please Cadbury fans, while the Cadbury OREO White Egg has a creamy white chocolate shell with crunchy OREO biscuit pieces included inside!

Cadbury relaunches its iconic shell-eggs for Easter 2023