Hunting Easter sales

Easter has long been the second most important trading period in the confectionery calendar, but in 2026 the category is arriving with particular momentum. Brands are investing heavily in new product development, marketing and in-store theatre, whilst wholesalers such as Bestway are delivering structured national campaigns to ensure their retail partners are fully equipped to convert footfall into sales.

With the right range, the right displays and the right timing, convenience retailers can make the most of a season that delivers strong return.

The foundations look solid. Confectionery was among the strongest performers across packaged snacking in the past year, with value sales growing at 6.6 per cent, ahead of the total packaged snacking category at 4.6 per cent [NIQ Scantrack]. And with three in four shoppers buying chocolate at Easter [Kantar], the seasonal window remains one of the most reliable in the retail calendar.

Growth drivers

Mars Wrigley offers a candid overview of the broader market landscape. The company outperformed the wider confectionery category in 2025, posting value sales growth of 7.8 per cent and a value share gain of 0.2 percentage points [NIQ Scantrack]. More significantly for volume-driven retailers, Mars Wrigley also delivered unit sales growth of plus 2.8 per cent in 2025, with a unit sales share gain of one percentage point versus the previous year – a sign that growth was not merely inflationary.

“At Mars Wrigley, we continue to build on the strength of our much-loved brands to create new products that delight shoppers and deliver growth for our retail partners,” said Steve Waters, Senior Brand Manager, Easter at Mars Wrigley. “For Easter 2026, we're expanding our portfolio with a line-up that combines flavour innovation and playful seasonal design to help retailers make the most of this momentum.”

Cadbury Easter 2026 campaign Photo: Handout

Leading confectionery supplier Mondelēz International reported that it grew Easter sales ahead of the overall category at 19.1 per cent value year-on-year in 2025 [NIQ]. Susan Nash, Trade Communications Manager at Mondelēz International, framed the opportunity clearly: “Easter remains a crucial sales period for the confectionery category, and this year, we are once again unveiling an irresistible mix of new products, bringing back beloved favourites and extending our offering with additional pack sizes to celebrate the season.”

Looking ahead, Mars Wrigley said it remains optimistic about category growth opportunities in 2026 and will work with retail partners to deliver long-term sustainable growth through volume as well as value gains.

“Our growth ambitions are rooted in our long-term strategic category vision, as we aim to drive volume growth by unlocking more consumption moments and occasions,” said Lauren George, External Communications Manage at Mars Wrigley.

Shopper trends

Understanding shopper behaviour is at the heart of any successful Easter activation, and this year the intelligence coming from suppliers paints a nuanced picture. Consumers are increasingly seeking value, but that search is playing out in more sophisticated ways than simply reaching for the cheapest product. Mars Wrigley noted that propositions gaining traction include personalisation, limited-edition flavours, retro offerings and premiumisation – in other words, shoppers want to feel that a product is worth spending on, not just that it is cheap.

The mini eggs and small sharing segment is one of the clearest expressions of this shift. According to Mars Wrigley, the segment is now worth 24 per cent of total Easter sales and is growing at plus 28 per cent year-on-year [Nielsen]. Mondelēz International corroborated this trend, reporting that the multipack segment grew ahead of traditional Easter lines at 28 per cent.

The egg hunt remains a powerful cultural anchor for the season. As the number one Easter activity [NIQ], egg hunts continue to drive incremental confectionery sales. Fifty-six per cent of households with children under ten participated in an Easter egg hunt last year [The Magic Toyshop], creating a reliable and predictable demand for bagged sweets, mini eggs and novelty formats that can be hidden around gardens and homes. Convenience stores are ideally positioned to capture last-minute egg hunt purchases.

Mars Wrigley Easter 2026 in-store campaign Photo: Handout

“Keeping Easter in mind, independent stores should prioritise consumers making emergency trips for forgotten Easter eggs, treats for unexpected guests and Easter egg hunt supplies,” George suggested. “They are in a high-intent, time-pressured mindset, making them highly receptive to convenient, visible confectionery solutions. They're seeking immediate solutions rather than bargains, and they're willing to pay for convenience. For retailers who optimise their stores for this mission, the final trading days before Easter can deliver significant returns.”

Dietary diversity is also shaping shopper expectations. Mars Wrigley highlighted growing interest in vegan options, reduced-sugar variants and even functional confectionery. Shoppers want to feel that products align with their specific needs and values – a dynamic that creates opportunity for brands that invest in inclusive formulation.

Bebeto, one of the fastest-growing sugar confectionery brands in the UK, growing at 41.6 per cent year-on-year versus total sweets category growth of plus 3.2 per cent [NIQ], is tapping into this directly. Its full Easter range is Halal-certified and free from artificial colours and flavours, ensuring it meets the dietary requirements of a diverse customer base.

Phil Hulme, Commercial Director at Bebeto UK, commented: “Bebeto continues to see strong momentum in the UK. Our 2026 Easter range combines fan-favourite Runny Eggs with two new launches – Hoppy Squad Foamies and the Easter Hunt Box – bringing product innovation, quality, new textures and exciting flavours to consumers at accessible price points.”

Bebeto's Easter SKU sales saw a 103 per cent year-on-year increase between 2024 and 2025, and the company is on track to repeat that feat in 2026. Its offering provides an accessible, chocolate-free alternative that broadens the category's appeal and gives convenience retailers another angle to attract shoppers who might otherwise bypass the confectionery aisle entirely.

Firing on all cylinders

Cadbury enters Easter 2026 in dominant form. As the No. 1 brand at Easter [NIQ], the brand is leveraging its heritage, its innovation pipeline and a major new marketing campaign to consolidate its position and drive retailer sales throughout the season.

The season's centrepiece campaign is Better the Hide, Better the Hunt, a fully integrated push that celebrates the Easter egg hunt and encourages families to approach it with more creativity and care. Cadbury has partnered with comedian and magician Pete Firman to deliver its Golden Rules of Hiding, bringing extra theatre to what remains the nation's favourite Easter activity. Backed by significant investment, the campaign runs until Easter Sunday across television, out-of-home, radio, social media and public relations, with dedicated in-store activations supporting the message.

Sarah Haworth, Brand Manager at Mondelēz International, said: “Easter is one of the most important moments in the confectionery calendar and Cadbury has always proudly owned the ritual of the Easter egg hunt. With Better the Hide, Better the Hunt, we are activating an engaging campaign to drive strong awareness and consideration at the time when shoppers are planning their Easter activities, driving incremental seasonal sales throughout the peak Easter trading period.”

The Cadbury Creme Egg remains the jewel in the crown. The brand grew its market share at the start of the 2025 season with growth of 16 per cent and was the No. 2 Easter brand overall, with the five-pack multipack holding the No. 2 Easter spot [Nielsen, 24w/e 19.04.25]. For 2026, Cadbury is expanding its multipack portfolio, offering Cadbury Creme Egg, White Cadbury Creme Egg and Cadbury Caramel filled egg in variety five-pack and eight-pack formats, with Cadbury Oreo filled egg available in a five-pack.

“As we continue to innovate, it’s important that we provide a variety of pack sizes for consumers to choose from so they can find products that suit their individual needs and meet different consumption occasions such as self-eat treats or gifting,” Nash noted.

Cadbury Mini Eggs, the No. 1 Easter brand, also sees notable updates for 2026. Three out of five Cadbury Mini Eggs products will now be packaged in 65 per cent recycled plastic, with updated packaging carrying a front-of-pack claim and a scannable QR code directing consumers to find out more about the recycling process. It is a move that speaks to growing shopper interest in environmental credentials – and it will be visible from the shelf.

The Biscoff effect

Perhaps the most talked-about development in Cadbury's Easter 2026 line-up is the extension of its partnership with Lotus Biscoff. Following the successful launch of a Cadbury Dairy Milk Biscoff bar and advent calendar, the collaboration now arrives in Easter-specific formats that span the spectrum from everyday self-treat to premium gifting.

The Cadbury Biscoff Filled Egg combines Cadbury chocolate with Biscoff spread and crunchy biscuit pieces. The product tested strongly with shoppers prior to launch, achieving an 87 per cent purchase intent. It is available as a single and as part of a three-pack multipack – a format that research indicates is among the most likely to drive trial [Creme Egg PPA Study].

At the premium end, the new Cadbury Dairy Milk Biscoff Ultimate Shell Egg – an extra-large egg containing Cadbury Dairy Milk chocolate with crunchy Lotus Biscoff biscuit pieces and eight individually wrapped Biscoff chunks – sits at £15.49 RRP (368g). As Marcelo Salazar, Brand Executive, Cadbury Creme Egg at Mondelēz International, noted: “Our brand-new Cadbury Dairy Milk Biscoff Ultimate shell egg provides another seasonal option for fans of our hugely successful partnership with Lotus Biscoff, bringing the fantastic taste of Cadbury Dairy Milk Biscoff to the Easter occasion.”

Cadbury Dairy Milk Biscoff shell egg Photo: Handout

The product is part of a wider effort by Mondelēz International to sharpen the distinction between its shell egg sub-ranges. The redesigned Special Gesture range – sitting at £10.69 RRP – features Cadbury-branded foil visible through a front cut-out, and a fully recyclable cardboard handle integrated into the pack design. The range includes Mini Eggs, Cadbury Twirl and Cadbury Dairy Milk Fruit & Nut variants.

At the entry level of the traditional gift segment, a new Cadbury Creme Egg White shell egg (£8.24, 190g) is launching nationwide – tapping into the 74 per cent of white chocolate consumers who buy white chocolate specifically for Cadbury Creme Egg White [Kantar, 52 w/e 20.04.25], and bringing what is the second-biggest product in self-eat singles into the traditional shell egg segment for the first time.

Traditional shell eggs remain the backbone of the Easter season, holding the largest segment share at 35 per cent, and are the second fastest-growing segment.

“Shell eggs are an iconic part of Easter, and our range offers different price points to meet a variety of shopper missions while helping retailers drive sales in the run-up to the big day,” Salazar added.

Meanwhile, Mondelēz-owned OREO has launched a limited-edition OREO Creme Egg biscuit, which features the flavour of Creme Egg in an additional layer of filling for the Easter-themed snack.

“The seasonal OREO Creme Egg is set to drive category growth by maximising the Easter snacking occasion, carving out a niche space within biscuits. This delicious treat is designed to be shared by consumers with their family and friends,” Nash said.

OREO Creme Egg is available until Easter 2026. The launch is being supported with in-store activations and a playful above-the-line campaign that is set to appear across OOH, radio and organic social media.

Meeting the moment

Mars Wrigley is heading into Easter 2026 with a tightly focused NPD portfolio designed to address the two dominant trends shaping shopper behaviour: the appetite for small sharing formats and the expectation of premium gifting in the final days before the holiday.

Two new mini egg launches – MALTESERS Mini Eggs and GALAXY MINSTRELS Mini Eggs – are designed to capitalise on the small sharing segment's rapid growth. As George explained: “From the launch of new mini eggs, which tap into the growing small sharing segment – now worth 24 per cent of total Easter sales and growing plus 28 per cent year-on-year – to the traditional occasion of gifting shell eggs to friends and family in the later part of the season, the Mars Wrigley Easter portfolio allows shoppers and consumers to partake in those key Easter rituals of sharing, gifting and treating.”

MilkyWay Large Egg Photo: Handout

For gifting, the company is introducing a new Milky Way Large Egg and TWIX White XL Egg – formats that provide clear trade-up cues and premium positioning. In the final run-up to Easter weekend, gifting becomes the dominant driver of consumer behaviour, with shoppers actively trading up into larger and more premium formats. Recognisable brands are particularly important in this phase, providing shoppers with confidence that their gift will be well received.

“Even in a value-conscious climate, the Easter season is a moment where shoppers are prepared to spend more for products that feel special, look impressive and are a worthy gift for friends and family,” said George.

Feast of innovation

Nestlé Confectionery is arriving at Easter 2026 with one of the most expansive seasonal line-ups in its recent history, led by KitKat and underpinned by fan-favourite returning products across Smarties, Milkybar, Aero and Rowntree's.

The KitKat range sees four new Easter products. The KitKat Chunky Funky Incredible Egg brings chocolate-biscuit pieces and crispy cornflakes in a striking format, while a duo of KitKat Hazelnut Marbled Incredible Egg and KitKat Salted Caramel Marbled Incredible Egg deliver flavour through the chocolate shell itself, offering a marbled aesthetic that stands out on shelf. For texture lovers, the KitKat Crispy Egg conceals crispy pieces within the shell.

Beyond KitKat, the Aero Brownie Egg features a rich brownie flavour working through Aero chocolate – an accessible novelty at Easter. The Milkybar Crispy Cookie Egg combines crunchy pieces in a creamy, cookie-flavoured white chocolate shell, while the Milkybar Easter Friends sharing bag takes a playful approach with a mix of Easter-themed shapes, including bunnies, butterflies and flowers.

For shoppers who prefer sweets to chocolate, the Rowntree's Egg-Venture sharing bag offers colourful limited-edition random fruity shapes – mermaids, washing line pegs, avocados, bunnies, carrots, butterflies and dinosaurs – in a format that practically sells itself as an Easter novelty.

Nestlé Confectionery Easter 2026 Range Photo: Handout

Returning classics include Smarties Sea Splash and Smarties Dinosaur Eggs, the Quality Street Incredible Egg, KitKat Bunnies and KitKat Mini Eggs. All Nestlé Confectionery chocolate is made using 100 per cent certified Rainforest Alliance cocoa.

Nestlé's non-Easter activity is also worth noting. The KitKat Cookie Dough Flavour range – available as KitKat 4 Finger Cookie Dough Flavour (single and multipack), KitKat 2 Finger Cookie Dough Flavour (multipack) and a KitKat Cookie Dough Flavour Sharing Bar – launched earlier this year and is available nationwide from April.

Stephanie Scales, Marketing Manager for KitKat at Nestlé UK and Ireland, described it as “a loaded experience” that delivers the much-loved cookie dough taste alongside KitKat's signature crunch.

Nestlé Confectionery has also been active in building its year-round portfolio ahead of the spring season, with several launches in early 2026 that give convenience retailers strong reason to ensure they are stocked with the full range.

Aero Caramel Flavour Bubbles arrived on shelves in February, combining smooth caramel flavour bubbles in a milk chocolate and caramel flavour shell. Rachel Beaufoy, Marketing Manager for Nestlé Confectionery, said: “We're so pleased to be expanding our much-loved Aero Bubbles range with a flavour we know Aero fans adore. Aero Caramel flavour bubbles bring together our signature bubbly texture with a smooth caramel flavour, offering a bubbly smooth treat that's perfect for sharing.”

Milkybar Crunchy Pops, a sharing bag combining crispy cereal balls with Milkybar white chocolate, also launched in January – a timely addition for a brand celebrating its 90th anniversary in 2026. Beaufoy said: “We've combined a delicious crunchy texture with our creamy white chocolate to create a treat we think people will love.”

Yorkie, meanwhile, is marking its 50th birthday with a brand-new limited-edition Yorkie Salted Caramel Pretzel Duo – solid chunks of salted caramel flavour milk chocolate with crunchy pretzel pieces. First launched in 1976 by Rowntree Mackintosh and still proudly made at Nestlé's York factory, the brand has maintained its standing with shoppers who love bold, substantial chocolate. Beaufoy said of the new variant: “We know that Yorkie fans love a chocolate bar with substance, and the new Yorkie Salted Caramel Pretzel Duo delivers just that.”

Elevating premium gifting

For convenience retailers with a premium gifting offer, GODIVA's Spring 2026 campaign presents a compelling opportunity to capture the higher end of the Easter market. The Belgian chocolatier is celebrating its centennial year with a new global campaign – Bite Into A New Beginning – that repositions spring and Easter as a season for renewal, sensory pleasure and meaningful gifting.

Mark Carolan, GODIVA Global Brand Lead, set out the brand's ambition: “With Bite Into A New Beginning we're re-imagining spring as a moment of transformation, where chocolate becomes a catalyst for renewal. It's about celebrating the season with intention, beauty and the unmistakable pleasure of Belgian craftsmanship.”

Photo: pladis

The Spring 2026 range spans a broad sweep of gifting occasions, from the Masterpiece 15-piece Bunny Tin – a premium bunny-shaped keepsake tin – to the 18-piece Gold Collection Egg Gift Box, a vibrant turquoise gift box filled with exquisitely crafted egg-shaped chocolates. The Gold Ballotin range, finished in both iris and azalea ribbon variants across 15-piece and 30-piece formats, is targeted squarely at spring gifting. The Egg Tin with foiled eggs and the Flower Tin 8-piece round out a range that runs the full gamut from everyday gifting to celebration.

The campaign rolls out globally across platforms from early March and will be supported through immersive retail displays, digital storytelling and social activations. For convenience retailers positioned to offer premium chocolate gifting, GODIVA's presence in the category provides a clear point of difference in the weeks approaching Easter.

Cross-category activation

While pladis's Easter headline act is GODIVA, the group has been creating momentum across several of its brands in the lead-up to spring – activity that convenience retailers can leverage to build basket size and broaden shopper engagement across the confectionery and snacking aisle.

The Jacob's TUC Sandwich range has received two new additions – TUC Sandwich Sweet Chilli & Sour Cream Flavour and TUC Sandwich Cream Cheese & Chive Flavour, joining the original TUC Sandwich Cheese Flavour and rolling out across convenience and wholesale from mid-March.

Photo: pladis

Scott Landay, Senior Brand Manager at pladis UK&I, described the additions: “Our new TUC Sandwich Sweet Chilli & Sour Cream flavour brings together the familiar savoury crunch of TUC crackers with a vibrant blend of sweet chilli heat and smooth tangy sour cream flavour. As the UK's only branded savoury sandwich biscuit, and already one of the top 10 products in the category, TUC Sandwich is uniquely placed to meet the growing demand for delicious snacks that bust hunger fast.”

A limited-edition McVitie's and PG Tips partnership, running under the tagline, “Cosy Season Isn't Over Yet”, is also live through to mid-April. The campaign focuses on McVitie's hero plain biscuit range – Digestives, Hobnobs and Rich Tea – and draws on the insight that 87 per cent of McVitie's sweet biscuits are consumed alongside a hot drink. Bethan Ashman, Brand Manager at pladis UK&I, explained: “Brits love their tea and biscuits, and 65 per cent pair sweet biscuits with a cup of tea. This is an FMCG match made in heaven.”

The partnership is supported by off-shelf feature activation and upweighted promotions on key McVitie's SKUs — giving convenience retailers a simple and effective cross-category sales driver in the run-up to Easter.

Giving retailers the Easter edge

If brands and manufacturers provide the product, wholesalers provide the infrastructure that connects it to independent retailers – and Bestway Wholesale's Easter 2026 activation is one of the most ambitious in the sector this year. The national campaign, Buzz About the Sweetest Deals, runs across more than 60 depots nationwide from 27 February to 26 March 2026, with an omnichannel approach that combines in-depot theatre, digital engagement and more than 200 high-impact Spring deals and offers spanning all categories.

Bestway is building on strong 2025 performance: the Easter trading period last year attracted more than 200,000 visitors in-depot and generated over one million visits to its digital platform. For 2026, the wholesaler has refined and expanded its approach, reaching more than 100,000 independent retailers through a coordinated national push.

Bestway Wholesale Easter campaign Photo: Handout

In-depot, high-impact Easter beehive installations take centre stage, with honeycomb pallet displays stacked with leading brands and promotions offering up to 50 per cent profit on return on key lines.

“Easter is a crucial trading moment for independent retailers, and at Bestway we are committed to ensuring they are fully equipped to capitalise on every sales opportunity,” Kenton Burchell, Group Trading Director at Bestway Wholesale, “Our 2026 activation 'Buzz About the Sweetest Deals' builds on the strong engagement we saw last year and is designed to give retailers clear, structured support during a key seasonal window, with competitive pricing, compelling promotional mechanics and structured sales drivers for retailers during this critical trading window.”

Burchell added: “By combining impactful in-depot theatre with digital reach and targeted communications, we are delivering a campaign that creates clear commercial advantage for both retailers and suppliers alike, reinforcing Bestway's leadership in seasonal execution and market-leading support.”

Making it work in store

The insight from across the industry points to a clear set of principles for convenience retailers seeking to make the most of Easter 2026. Whether you run a small newsagent or a well-stocked neighbourhood convenience store, the fundamentals are broadly the same: stock smart, display well, and evolve your offer as the season progresses.

Mondelēz International advises a phased approach to the season. Following the “fast-start” (from 1 January to Valentine's Day) and “building momentum” (from Valentine’s Day to Mother’s Day on 10 March), periods retailers should pivot to a gifting finish that maximises shell egg sales in the final weeks. Retailers can visit SnackDisplay.co.uk for full ranging, display and category advice from the company.

Mars Wrigley's Hop To It guide – a downloadable resource offering display guidance and sales advice – lays out four key strategies for the final push: dedicating extra space to best sellers, grouping products by sentiment rather than brand, ensuring secondary sitings are in place, and making it as easy as possible for time-pressured shoppers to find what they need.

“It's clear that retailers optimising their stores for last-minute shoppers in the final trading days before Easter see significant returns. These shoppers are your most profitable customers, and they'll reward retailers that make their purchase as effortless as possible,” George noted.

For Cadbury's iconic How Do You Display Yours? competition, returning exclusively for independent convenience retail, there is also prize money to be won. Retailers submit photos of their most innovative Cadbury Creme Egg displays at SnackDisplay.co.uk for the chance to win £1,000 in vouchers, with additional prizes of two awards of £500 vouchers and eight awards of £100 vouchers available.

Easter 2026 arrives with tailwinds across virtually every dimension of the confectionery category. Brands are investing in bold, well-signposted innovation. Wholesalers are driving structured national campaigns. Shoppers remain committed to treating and gifting, even in a cost-conscious environment. The task for convenience retailers is to make the most of the opportunity by ranging intelligently, displaying prominently and staying nimble as shopper priorities shift across the season's phases.