Cadbury relaunches Easter shell-eggs and announces two new eggs

By Riana Rae Brown in Confectionery 24th January 2023

Cadbury has announced a relaunch and repositioning of its Easter eggs this year, which will see its full Easter shell-egg range divided into three distinct categories.

The new categories include Surprise & Delight, Traditional Gift and Special Gesture, which the confectionery brand said have been designed to make the positioning of each pack clearer for shoppers at first glance across the range.

In addition to this news, Cadbury has announced it is putting chocolate treats back inside its small-sized chocolate Easter shell-eggs once again.

There are six different Cadbury eggs available as part of range, including Cadbury Dairy Milk Buttons (98g), White Buttons (98g), Freddo Faces (96g), Caramel Nibbles (96g), Giant Buttons (96g) and Cadbury Mini Egg (97g), all which have an RRP of £2.50.

Cadbury has also introduced two brand new eggs ahead of Easter – Cadbury Dairy Milk Chunky Egg (400g), which has an extra thick chocolate shell, and Cadbury Oreo White Egg (499g), which has a creamy white chocolate shell with Oreo biscuit pieces included inside. Both eggs have an RRP of £12.

Laura Gray, senior brand manager for Cadbury Easter at Mondelēz International, 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 Eastertime.

“Within our new Surprise & Delight, Traditional Gift and Special Gesture categories, there’s the perfect egg waiting for them – for any occasion or recipient.”