Chocolate lovers of a certain age will be delighted to learn that Mondelez has decided to put the sweets that accompany its Cadbury Easter eggs back where they belong: inside the chocolate shell.
The dramatic move is part of a relaunch and repositioning that sees the full range divided into clear, distinctive and easy-to-shop categories.
The three new Cadbury shell egg categories are ‘Surprise & Delight’, ‘Traditional Gift’ and ‘Special Gesture’. These have been designed distinctively to make the positioning of each pack clearer for shoppers at first glance across the range. The packs sit alongside Giant Eggs and Inclusion ranges. The changes are intended to make it easier for retailers to impress and capture the attention of shoppers with a range covering all bases as Easter approaches.
Laura Gray, Senior Brand Manager for Cadbury Easter at Mondelez, said: “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!
“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.”
Cadbury is also introducing two brand-new shell eggs for Easter 2023. The new Cadbury Dairy Milk Chunky Egg (400g, RSP £12) has an extra thick shell while the Cadbury Oreo White Egg (499g, RSP £12) has a creamy white chocolate shell with crunchy Oreo biscuit pieces included inside. Both are available to order now.
Retailers can visit snackdisplay.co.uk for more information and advice in driving their seasonal sales.
