Cadbury is bringing back its filled eggs range for Easter 2027, with brand owner Mondelēz International encouraging retailers to plan ahead for the season.
Seasonal Sales Importance
Mondelēz says seasonal sales remain vital for convenience retailers, with 72% describing them as very important to their business. The company notes that Easter 2027 will bring a more compressed season, making planning across the full trading period essential.
The range is designed to tap into occasions such as self-eat, sharing, egg hunts and gifting. Easter is described as the second biggest season for retail performance after Christmas.
Product Range and Consumer Habits
The Cadbury filled egg range includes Cadbury Creme Egg (40g, RRP 85p) and Cadbury Biscoff Filled Egg (32g, RRP 85p). According to Mondelēz, the average shopper buys four filled eggs across the Easter season, highlighting the need for strong availability and visibility in-store from the start of the sales period in November.
The "How You Eat Yours" consumer campaign will run from January to March, while the retailer competition "How Do You Display Yours?" returns this month (November).
Retailer Competition
Exclusive to independent convenience retailers, the competition invites participants to share their most innovative and eye-catching Cadbury Creme Egg displays for a chance to win £1,000 for the best display. Every display submitted will also enter retailers into a prize draw, with one retailer per month from November to February winning £1,000.
Retailers can enter the competition by visiting SnackDisplay.co.uk, Mondelēz International’s trade website.
Sarah Walker, brand manager for Cadbury Creme Egg at Mondelēz International, said: "We are excited to kick off the Easter season with a Cadbury Creme Egg campaign that will look to drive footfall into stores." She added that Cadbury Creme Egg is the signpost of the Easter season, and that the "Admit How You Eat Yours" campaign aims to ignite the Easter conversation in a light-hearted way.
