Cadbury has added a Dairy Milk Biscoff shell egg for Easter.
The NPD (rsp: £15.49/368g) is a Dairy Milk chocolate egg featuring crunchy Lotus Biscoff pieces, along with eight individually wrapped Dairy Milk Biscoff chunks.
It is an “extra-large” egg, launching under the ‘Ultimate’ tier of Cadbury’s Special Gesture range.
The Ultimate range, which includes Mini Eggs, Twirl and Dairy Milk Fruit & Nut shell eggs, has been redesigned to differentiate it from Cadbury’s traditional shell egg range.
Eggs have been wrapped in a new Cadbury-branded foil, visible via a cut-out in the front-of-pack. Their boxes now feature an integrated cardboard handle to “enhance their giftability”, according to Cadbury owner Mondelez International.
Meanwhile, Mondelez has added a Cadbury Creme Egg White shell egg (rsp: £8.24/190g) under its traditional gifting range.
“Shell eggs are an iconic part of Easter, and our range offers different price points to meet a variety of shopper missions while helping retailers drive sales in the run-up to the big day,” said Cadbury Creme Egg brand executive Marcelo Salazar.
“Our brand-new Cadbury Dairy Milk Biscoff Ultimate shell egg also provides another seasonal option for fans of our hugely successful partnership with Lotus Biscoff, bringing the fantastic taste of Cadbury Dairy Milk Biscoff to the Easter occasion.”
It comes after Cadbury unveiled a Biscoff-filled chocolate egg for Easter in November.
The Easter range will be supported with an above-the-line campaign, alongside in-store activations and retailer competitions.
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