Mondelēz International has announced details of its Easter range for 2022, designed to help retailers crack the confectionery category over Easter, the second largest confectionery season.
In 2021, retailers saw Easter sales increase by 11 per cent and the 2022 Easter season lasts for two weeks longer, offering retailers who stock the right range a real opportunity to capitalise on last year’s growth and continue to see their seasonal sales rise.
To take full advantage, retailers should look to focus on three distinct phases.
A fast start
To get the season off to a fast start, retailers need to signpost the season early and use social media to make customers aware that their favourite Easter products are on shelf. With great displays in high-footfall locations in store, retailers can boost their self-eat and sharing offers to shoppers.
Cadbury Creme Eggs will appear in a new promotion this season, inviting shoppers to find one of 200 special promotional half white half milk chocolate Creme Eggs across the UK and Ireland for the chance to win £10,000. A “How Do You NOT Eat Yours?” campaign will run across in-store POS and via online and outdoor advertising.
Also available for the first time is a special mixed gift package containing five filled eggs – two Cadbury Creme Eggs, two Caramel Eggs and one Oreo egg. The packs, RRP £3.14, are available now.
Cadbury Mini Eggs is a staple of Easter, with the 80g bag being the number one selling product across all Easter SKUs in 2021. Launched last year, the Cadbury Mini Eggs Tablet was the number one NPD.
Mid-season momentum
Creating momentum at Easter is about stocking products that shoppers can buy to share with family and friends.
Key to the Cadbury range in 2022 is the continuation of the brand’s partnership with Peter Rabbit, who his year celebrates his 120th Anniversary, and graces the front of the brand-new Cadbury Dairy Milk Hot Cross Bun Bar. The new 110g bar will be available in cases of 18 at an RRP of £1.40.
The new launch joins the rest of the Peter Rabbit range for 2022, including Cadbury Dairy Milk Egg ‘n’ Spoon with Oreo, Cadbury Dairy Milk Bunny Orange Mousse and the return of the Cadbury Hollows range. The range includes White Oreo Hollow Bunny alongside the two standard Cadbury Dairy Milk Hollow Bunny products, available in 50g and 100g formats.
Also new this year from Cadbury is the Spring Share Box. Each box, RRP £5.99, will contain a range of Cadbury goodies perfect for sharing including Cadbury Mini Eggs, Cadbury Creme Eggs and Caramel Eggs as well as Cadbury Creme Egg Twisted singles.
Gifting finish
The run-up to Easter weekend, which falls on April 17th, is about ensuring that shoppers can find great gifts for loved ones. This includes products like Cadbury’s shell-egg range and larger options.
In 2021, sales of Easter Eggs grew by 10 per cent, driven by medium and large-sized eggs, as more shoppers chose to trade up. Retailers can tap into this trend by ensuring they stock up on the best-selling large, medium and small eggs to create a range for every gifting occasion.
New for 2022 is the Cadbury Twirl Orange Large Egg. Containing one large orange-flavoured egg and 2x Twirl Orange singles bars, the egg joins the best-selling Cadbury Twirl Large Egg in the Cadbury large eggs range.
Cadbury’s best-selling gesture egg – the Cadbury Mini Eggs Gesture Egg – will be joined in 2022 by new Cadbury Creme Egg Gesture Egg and new Cadbury Fingers Gesture Egg. Each of the new products contains one large shell egg and 3x Cadbury Creme Egg singles or 3x packs of Mini Fingers respectively.
And finally for 2022, Cadbury will be launching the Daim Heritage Egg. Containing one heritage shell egg and 1x Daim 28g bar, the new egg is available now, RRP £3.99.
To further fuel the gifting occasion this Easter, Cadbury will be bringing back its Show You Care Hide it campaign, reaching around 92 per cnt of UK adults and encouraging them to show their loved ones how much they care through a simple gesture of hiding an egg for them. The Cadbury Worldwide Hide will also return, enabling people across the UK to hide an egg virtually anywhere in the world for someone they love using Google Maps. The brand will be visible through in-store POS as well as a fully-integrated campaign across TV, outdoor, social media and YouTube platforms, ensuring that Cadbury once again remains firmly at the heart of the nation’s Easter celebrations.
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