First look: Mondelez unveils its 2016 Christmas range

Retailers are advised to kick off their Christmas sales in mid-October with seasonal impulse lines, novelty products and advent calendars.

To help drive these earlier sales, the brand is launching Cadbury Dairy Milk Snow Balls, RRP £2.99, which is a similar line to the brand’s Egg and Spoon Easter product.

New Maynards Bassetts Wine Gums Merry Mix, RRP £1.32, comes in cases of 12 and is also targeted at the earlier season.

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In December, gift purchases soar in the build up to Christmas, so retailers should change their ranges to stock gift products for children and adults.

Cadbury Dairy Milk Santa Gift Box, is a new gift product for older children and contains nine pieces of chocolate, RRP £2.99.

Wine Gums Merry Mix is also available in a snowman-shaped jar, RRP £5.99, to tap into gift sales.

For the second year running, Cadbury is bringing back its Cadvent campaign with a £10m media spend, which will include 24 events across the country.

Anna Zeller, Christmas brand executive for Mondelez International, said: “The one thing we learnt last year is to have a bigger product focus. We’ll be showing more chocolate on TV and we’ll be bringing the campaign in stores with truck-themed PoS.”

Get an in-depth look at this year’s Mondelez Christmas range here.