Nestlé brings back retro favourites for 2010 Easter ranges |
Anna-Marie Julyan and Alex Beckett, The Grocer 24 October 2009 In: Industry news, Confectionery
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Nestlé is balancing retro fever and sustainability credentials with its new Easter 2010 line-up.
The Smarties egg arrives with a 1980s-style mug, while the Rolo egg is a throwback to the 1990 offer, featuring an individually wrapped foiled 'last Rolo' along with two tubes (rsp: both £5.49).
The retro revivals are among the 31-strong range of Easter eggs from the confectioner, and will hit shelves at the end of next month supported by a £500k campaign including national press ads. But while the eggs themselves hark back to yesteryear, the packaging will be bang up to date and in line with today's sustainability agenda.
Following the removal of plastic packaging in 80% of its 2009 Easter line-up, Nestlé has now removed all the plastic in its adult eggs, which comprise Aero Bubbles, After Eight and Quality Street (rsp: £5.29). This means 90% of all Nestlé's eggs are now free of plastic packaging. It has also cut the amount of plastic packaging in its mug and kids' eggs by 40%.
Commenting on the total market's 9.7% sales increase last Easter [IRI 13 w/e 11 April 2009] Stewart McGuckin, category development manager for Easter, said retailers had expressed concern about the value of Nestlé's impulse range, which includes the Aero Filled Egg and Smarties Shaker Egg (rsp: both 42p per 25g egg).
"We have been challenged by retailers over the role of small eggs as they appear not to be as good value as large eggs. But we believe small eggs are the entry point to shell eggs and a meaningful gift for the younger consumers."