Masterfoods aims to scoop a share of the filled egg market next year with two offerings under the Mars and Galaxy banners, while Nestlé is also ramping up its offering in the new year.

Nestlé will have three products in the market from January under the Milkybar, Smarties and Double Cream banners.

Cadbury, meanwhile, is aiming to stave off the added competition by giving Cream Egg its first major new TV campaign for three years.