Mars Wrigley has unveiled its 2024 Easter line-up, which features a total of eight new products alongside a host of returning favourites.
The traditional chocolate egg category is now worth £246m and Mars Wrigley has launched five new eggs to try and take a bigger bite out of the lucrative Easter market.
The Skittles Milk Chocolate Egg with Skittles Bag, Twix Large Egg with Twix Bar; M&M’s Mix Extra Large Egg with Milk Chocolate Bag of M&M’s and Peanut Bag of M&M’s; and Maltesers Extra Large Egg with treat bag all have a £5.70 RSP.
They are joined by the Galaxy Truffles Mini Eggs Extra Large Easter Egg (RSP £8.40).
The confectionery giant has also rolled out two new giant eggs. The Galaxy Caramel Giant Easter Egg (RSP £12.60) features a chocolate shell filled with caramel pieces while the Maltesers Assorted Truffles Luxury Egg (RSP £12.75) includes, as one might suspect, a variety of chocolate truffles.
Maltesers Easter Mix (RSP £5.85) completes the NPD lineup and offers three Maltesers Bunnies, six Maltesers Mini Bunnies and three packs of Maltesers Fun Size.
Accompanying the NPD, 18 products are returning for 2024, including a number of Easter eggs including the Maltesers Truffles Luxury Egg range, Galaxy Ripple and Maltesers Extra Large Eggs.
Last year, 42% of Easter sales took place in January and February, driven primarily by unplanned impulse purchases before shoppers shift their focus to gifting and planned purchases in March. A substantial 74% of Easter gifting confectionery is typically sold in the final three-week period leading up to Easter.
Florence Kayll, Senior Brand Manager, Easter at Mars Wrigley, commented: “Mars Wrigley has introduced eight innovative new products to its 2024 Easter range. The move not only enhances the Easter experience for shoppers but also provides retailers with the opportunity to boost their offerings, and therefore maximise sales, starting as early as January.”
