Cadbury Mini Eggs face new competition in the sugar-coated chocolate egg category in the form of Lovely Mini Eggs by Sherbet Fountain maker Barratt.
The eggs, which like Cadbury Mini Eggs are made from solid milk chocolate with a crisp sugar shell, will be rolled out by parent company Tangerine Confectionery under the Barratt brand in January.
Although they hit stores in time for the key Easter period, they will remain on shelf all year round again like Cadbury's offer (rsp: 59p for a 45g bag).
Tangerine predicted that the 40g pack size, 39p price and child-friendly packaging would make Lovely Mini Eggs a popular choice.
"It struck us there was a gap in our portfolio as well as the market for a portion-controlled, naturally flavoured and affordable brand entry that targets kids and young mums," said Chris Marshall, managing director of Tangerine Confectionery. "It is a tough category to enter but compared with the competition, the 39p price point is more suited to the recession."
The use of natural colours and flavours would make Lovely Mini Eggs especially appealing to parents, he added, revealing that Tangerine had also signed a deal to make own-label sugar-coated mini eggs for a major retailer.
The January launch will be backed by trade advertising and promotional activity focused on a three-for-£1 offer, added group marketing manager Helen Sears.
The eggs already have confirmed listings in P&H and Nisa-Today's wholesalers nationwide and further listings are anticipated for the new year.
The eggs, which like Cadbury Mini Eggs are made from solid milk chocolate with a crisp sugar shell, will be rolled out by parent company Tangerine Confectionery under the Barratt brand in January.
Although they hit stores in time for the key Easter period, they will remain on shelf all year round again like Cadbury's offer (rsp: 59p for a 45g bag).
Tangerine predicted that the 40g pack size, 39p price and child-friendly packaging would make Lovely Mini Eggs a popular choice.
"It struck us there was a gap in our portfolio as well as the market for a portion-controlled, naturally flavoured and affordable brand entry that targets kids and young mums," said Chris Marshall, managing director of Tangerine Confectionery. "It is a tough category to enter but compared with the competition, the 39p price point is more suited to the recession."
The use of natural colours and flavours would make Lovely Mini Eggs especially appealing to parents, he added, revealing that Tangerine had also signed a deal to make own-label sugar-coated mini eggs for a major retailer.
The January launch will be backed by trade advertising and promotional activity focused on a three-for-£1 offer, added group marketing manager Helen Sears.
The eggs already have confirmed listings in P&H and Nisa-Today's wholesalers nationwide and further listings are anticipated for the new year.
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