Mars Wrigley has launched its Easter 2024 range, with eight new launches alongside 18 returning products.
The supplier recommends retailers begin offering their Easter products as soon as possible, with 42% of Easter sales in 2023 taking place in January and February, driven primarily by unplanned impulse purchases.
Among the new launches are five large and extra large eggs. These are: the Skittles Milk Chocolate Egg with Skittles Bag (RRP £5,70); Galaxy Truffles Mini Eggs Extra Large Easter Egg (RRP £8.40); Twix Large Egg with Twix Bar (RRP £5.70); M&M’s Mix Extra Large Egg with Milk Chocolate Bag of M&M’s and Peanut Bag of M&M’s (RRP £5.70) and Maltesers Extra Large Egg with Treat Bag (RRP £5.70).
The traditional egg confectionery category is worth £246m, having seen 1.7% value growth in 2023.
Mars has also launched two new giant eggs, contributing to the fastest-growing Easter partition which saw a 59% annual growth. These are the Galaxy Caramel Giant Easter Egg (RRP £12.60) and the Maltesers Assorted Truffles Luxury Egg (RRP £12.75).
The supplier says it saw a 6% increase in the volume of giant and luxury egg packs purchased per shopping trip in 2023.
Its final new launch for this year is the Maltesers Easter Mix (RRP £5.85), a sharing line that is ideal for Easter egg hunts.
Mars Wrigley unveils Easter 2023 confectionery range
Florence Kayll, senior brand manager, Easter at Mars Wrigley, said: “2023 saw a large growth in shopper consideration toward Mars Wrigley Easter products, with over 600,000 shoppers exclusively buying into iconic Mars Wrigley brands during the spring period. More Easter shoppers added Mars Wrigley to their repertoire, and existing shoppers were adding more of our products to their baskets.
“Capitalising on this momentum, Mars Wrigley has introduced eight innovative new products to its 2024 Easter range. The move not only enhances the Easter experience for shoppers but also provides retailers with the opportunity to boost their offerings, and therefore maximise sales, starting as early as January.”
Among Mars’ returning lines are the Maltesers Bunny and Galaxy Creamy Truffle Mini Eggs. Despite a decline in self-eat Easter products of 5.1% in 2023, Mars saw a 4.7% growth, attributed mainly to the Maltesers Bunny range.
Other returning lines include the Maltesers Easter Egg, Galaxy Minstrels Egg and Maltesers Truffles Luxury Egg.
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