- The average shopper purchases 4 filled eggs per Easter
- Cadbury Creme Egg’s ‘How Do You Display Yours?’ retailer competition returns for 2027
Mondelēz International, the No. 1 confectionery supplier, is unveiling its Easter "Fast Start" range to help retailers maximise confectionery sales ahead of one of the key calendar occasions of the year.
Seasonal sales continue to play a crucial role for convenience retailers, with 72 per cent saying they are very important to their business. With Easter 2027 bringing a more compressed season, planning across the full Easter trading period is key.
The sales opportunity taps into occasions including, self-eat, sharing, egg hunts and gifting, with Easter being the second biggest season for retail performance after Christmas. Mondelēz International delivered the top four Easter new product launches in 2026.
It’s vital that retailers kick off their Easter sales with a “fast start”, and Cadbury Creme Egg is the perfect brand to support with this. The average shopper purchases four filled eggs throughout the Easter season, emphasising the importance of strong availability and visibility in store from the beginning of the Easter sales period in November.
The “How You Eat Yours” consumer campaign runs from January to March, with the interactive campaign keeping Cadbury Creme Egg front of mind as Easter treats begin to appear in store and shoppers start to engaging with the season.
The previous “How Do You Eat Yours?” consumer campaign reached 92.3 per cent of UK adults, with competition entries in 2026 increasing by 40 per cent. The campaign generated 105k entries, compared with 75k previously, with 55 per cent of entries generated during the fast-start period.
Alongside the consumer campaign, Cadbury Creme Egg’s highly successful retailer competition, “How Do You Display Yours?”, competition is also returning for Easter 2027, kicking off in November. The competition is exclusive to independent convenience retailers, inviting them to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays for the chance to win £1,000 for the best display **. In addition, every display submitted will enter retailers into the prize draw, with one lucky retailer per month from November until February winning £1,000**.
To enter the competition, retailers can visit SnackDisplay.co.uk, Mondelēz International’s trade-facing website.
The competition is a fantastic opportunity for retailers to get into the fun and creativity that Easter brings whilst enticing consumers into stores.
The fast-start period is a crucial opportunity for retailers to cue shoppers that Easter is on the horizon. Stocking self-eat treats is essential as shoppers begin to get excited about Easter.
- Cadbury Creme Egg is the No. 1 filled egg brand and a signpost of Easter. It continues to play a pivotal role in driving the fast start to the season and holds 70 per cent market share in filled eggs.
- Biscoff Filled Egg returns for 2027 after becoming the No. 1 Easter product launch in 2026, driving 75 per cent of filled-egg category growth. Its return gives retailers a proven innovation that can sit alongside the iconic Cadbury filled egg range, including White Cadbury Creme Egg, Cadbury OREO Filled Egg and Cadbury Caramel Filled Egg. With the average shopper purchasing four filled eggs per year, it’s vital that retailers stock a varied range to drive sales.
“We are excited to kick off the Easter season with an exciting Cadbury Creme Egg campaign that will look to drive footfall into stores,” said Sarah Walker, Brand Manager, Cadbury Creme Egg at Mondelēz International. “Cadbury Creme Egg is the signpost of the Easter season, and we know that shoppers have their own individual ways of enjoying it. Our ‘Admit How You Eat Yours’ campaign really allows us to ignite the Easter conversation and bring that individuality to life in a light-hearted way.”
| Cadbury Creme Egg | Single: £0.85* | 40g |
Mondelēz International
| Biscoff Filled Egg | Single: £0.85* | 32g |
Mondelēz International
* Prices are recommended only. Retailers are free to set their own prices
** Cadbury Creme Egg: Admit How You Display Yours – Terms and Conditions
UK, 18+, owners/verified retail managers of independent convenience stores (‘Independent Retailers’) only. 00.01 GMT 01/11/2026 to 23.59 GMT 28/02/2027 (‘Promotion Period’). During the Promotion Period, set up your Cadbury Creme Egg display, including Cadbury Creme Egg 2026 Points of Sale (‘POS’) in your Independent Retailer store. Then, visit https://snackdisplay.co.uk/competitions/easter-cce-display-competition and submit your details alongside uploading a photo of your POS display to be entered into the relevant Competition for Independent Retailers. One entry will be drawn at random to win £1000 of Amazon vouchers in each month of the promotional period: November, December , January and February. In addition all entries will be judged on impact, creativity and ingenuity, and use of available space the best display based on this criteria will win a prize of £1000 of Amazon vouchers. Max 1 x entry and 1 x Prize per Independent Retailer. Purchase, internet access and email address required. Prizes will be fulfilled within 28 days of acceptance. See https://snackdisplay.co.uk/retailer-ts-cs/ for full T&Cs. Promoter: Mondelez Europe Services GmbH – UK Branch, Sanderson Road, Uxbridge, UB8 1DH.Full Terms & Conditions can be found at www.snackdisplay.co.uk/