Mondelēz International has announced the return of its Cadbury shell eggs for the upcoming Easter season.
A relaunch and repositioning last year saw the full range divided into distinctive and easy-to-shop categories. The brand also expanded its small shell-egg collection by putting Cadbury Buttons, Cadbury Mini Eggs and other treats back inside chocolate eggs, with this returning for 2024.
The categories for the Cadbury shell-eggs are ‘Surprise & Delight’, ‘Traditional Gift’ and ‘Special Gesture’, and have been designed distinctively to make the positioning of each pack clearer for shoppers at first glance across the range.
There are six different Cadbury eggs available as part of the ‘Surprise & Delight’ range, including Cadbury Dairy Milk Buttons, White Buttons, Freddo Faces, Caramel Nibbles, Giant Buttons and Cadbury Mini Egg Easter eggs.
Charlotte Parkes, Senior Brand Manager for Cadbury Easter, said: “The Easter season has always been a staple in the retail calendar, but the holiday is blooming more than ever for shoppers, with 84% of shoppers celebrating the occasion in 2023. As the end of the season approaches, we know that gifting grows in importance, and our shell-egg range will create excitement and magic for consumers.
“Having a clear Easter portfolio is so important for retailers’ ranges and their shoppers’ experience in-store come Easter-time. Within our range, there’s the perfect egg waiting for them – for any occasion or recipient!”.
The Cadbury Worldwide Hide promotion will also return for Easter 2024, enabling people across the UK to hide an egg virtually anywhere in the world using Google Maps. The brand will be visible through in-store POS as well as a fully integrated campaign across TV, outdoor, social media and YouTube platforms.
