Cadbury owner Mondelez International is transferring one of its most successful European Easter confectionery products to the UK next year.
Rolling out on 1 January, Cadbury Egg ‘n’ Spoon will be sold in a purple egg box-style pack containing plastic spoons and four chocolate eggs similar in size to a Creme Egg. Consumers can “crack” the top off the egg, spoon out a chocolate or milky mousse, and eat the shell.
Mondelez said that, unlike other Easter novelties typically targeted at the impulse market to eat on the go, Egg ‘n’ Spoon - which will carry a £3.99 price tag - was designed for occasions when families would sit down and eat it together, such as after a meal. The launch will be supported from February with advertising, in-store activity and promotions.
The product was launched into the German market by Mondelez - then Kraft - 10 years ago as Milka Löffel-Ei and is now sold in Europe under the Milka brand. Löffel-Ei - literally spoon egg - accounted for 12% of Milka sales in Germany in Easter 2011, and 17% this year, said Mondelez.
“We are very excited about the launch of Egg ‘n’ Spoon,” said Aimee Cowan, Mondelez International brand manager for Easter. “Not only has this product performed extremely well in consumer testing [in the UK], it has also proved popular in [many] other territories.”
Cadbury will also roll out a new range of shell eggs packaged in a vertical oval cylinder with a purple ribbon handle.
“We have identified a gap in the market for a giftworthy egg that fits into the market between large and super-premium gift eggs,” said Cowan.
Mondelez said it would be dropping Flake from its shell eggs this year and replacing it with an egg packaged with a selection of Cadbury lines, including Flake.