Cadbury is putting its best rabbit foot forward in the battle of the bunnies by pitting its Caramel bunny against Mars’ MaltEaster Bunny and Nestlé’s new Kit Kat Bunny next Easter.

The company, which this week rejected a second takeover bid by US suitor Kraft, is launching a Cadbury Caramel Bunnies pack containing two bunny-shaped Dairy Milk chocolates filled with caramel (rsp: 59p).

The new line was aimed at young females who wanted to “enjoy a novel Easter treat that allows portion control”, trade communications manager Kate Harding said.

Cadbury, which had a 49% value share of the traditional Easter market this year [Nielsen], is also introducing two Koko by Cadbury eggs containing five truffles (rsp: £4.99 for the 100g egg and £6.99 for the 200g egg).

Launched in September to plug a gap for an “overtly feminine offer” in gifting, Koko has exceeded internal forecasts almost four times, Harding said.

Cadbury is also removing plastic and reducing packaging on its Big Gesture eggs by 35% as part of its Purple Goes Green sustainabilty programme. To reflect the change, the rsp has been cut from £10.99 to £9.99.

Its unboxed Treasure Eggs and Eggheads, introduced as part of this year’s eco-friendly Easter initiative, will return next year and be joined by a new Cadbury Assorted Minis pack containing 22 mini Dairy Milk, Caramel and Creme Eggs (rsp: £2.99).

The latter will also benefit from a £5m push kicking off in January and based on the Here Today, Goo Tomorrow theme.

Read more
Billionaire adds to Cadbury stake in wake of Kraft bid (11 November 2009)
Never mind Chanel: it’s Koko by Cadbury (8 August 2009)
Cadbury turns Caramel rabbit into a bunny girl (28 February 2009)