Mondelēz International Gets Cracking With An Egg-Ceptional Easter Range!

Hi,

Easter is a major opportunity for retailers, and Mondelēz International is the market leader at Easter when it comes to confectionery, driving growth at 14.6 per cent1.

This year is set to be Mondelēz International’s best Easter offer with its extensive range of self-eat, giving and sharing products and the return of the successful Cadbury Creme Egg Gooless promotion to the convenience channel.

Mondelēz International is also back to help retailers make the most of the Easter opportunity this year with its Seasons Made Simple initiative.

We’ve got some exciting news with two new products: an exciting ‘self-eat’ product, Cadbury Dairy Milk Freddo Sprinkles, and a new sharing bag, Bassetts Jelly Bunnies. This is in addition to Cadbury Dairy Milk Egg ‘n’ Spoon, which was highly successful in the convenience sector in 2014 and will be the focus of media in the run-up to the season.

So what do we recommend for retailers?

Self-eat products are the most important sub-category for retailers. We recommend focusing on the very best sellers so stocking the No 1 selling line at Easter, Cadbury Crème Egg, is an absolute must2.In 2015, the brand had a £3 million marketing investment from January to April, including TV, digital, PR, in-store and outdoor activity.

Retailers can win again in 2015 with the Gooless Egg promotion. The promotion is back with prizes for shoppers and retailers alike. Running from 1st January to Easter Sunday, one winner every day will unwrap a gooless egg and win up to £1,000. And consumers will not be the only winners in the promotion - Mondelēz International will match the prize for the retailer where the winner buys their egg in either Mondelēz International stock vouchers or Love To Shop vouchers3, meaning they get a share of the promotion!

We recommend stocking from January 1st, to make the most of our media and your chance to win up to £1,000 for your store. Don’t forget to also make the most of our POS to make some really exciting displays in your stores to really help drive impulse purchase.

  • Cadbury Mini eggs are the No 2 product at Easter4 and we recommend retailers stocking the Handy Bag format.
  • When it comes to family sharing Egg n Spoon is the ideal product. The brand doubled volume sales5 and reached value sales of £12.7 million6, driving 70 per cent incremental sales7, it has been the biggest Easter NPD in the last three years8.

Did you know?

  • 51% of Traditional Easter sales in Independent and Symbol stores were accounted for by 3 products: Cadbury Crème Egg, Cadbury Mini Eggs, Cadbury Dairy Milk Egg n Spoon9.

So remember, to drive your sales at Easter:

  • Get a Fast Start - Have your display and stock ready for the media from 1st January 2014
  • Use free Cadbury Creme Egg Point of Sale to add theatre
  • Make the most of Gooless which helps drive sales

Dave

1The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.132 The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.13 3 Full T&Cs on Cadbury.co.uk.  Retailers will receive their prize in stock vouchers or Love To Shop vouchers 4 The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.13 5 The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.13 6 The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.13 7 Kantar data, Jan-Apr’14, Category: Traditional Easter Chocolate excl. Shell egg 8 The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.13 9 The Nielsen Company, Easter S&N / 16 w/e 19.04.14 vs. 13 w/e 30.03.13