There’s no doubt about it. The egg came before the chicken in Easter confectionery… but the chicken made up for lost time in 2012.

As sales of Easter eggs – traditional shell eggs, mini eggs and filled eggs – fell 3.3% in value and 2.7% in volume, chocolate novelties jumped 3.1% in value and 4.5% in volume [Kantar Worldpanel 16 w/e 8 April 2012].

But can novelties really drive value back into a category that has slipped into reverse after growing 4.8% in value and 6.4% in volume in 2011? What landed the Easter egg in hot water in the first place? And what can be done to restore it to growth?