Convenience retailers should split their Christmas confectionery range into three phases, starting from September to capture early-season shoppers.

At the company’s Christmas trade briefing earlier this week, Mondelez recommended that retailers focus on sharing confectionery in September and October, moving into advent calendars and tree decorations in November.

Mondelez brings more products under 100 calories

Gift ideas and selection boxes are advised for December where shoppers are looking to trade up to achieve higher sales from festive shoppers.

The company said that smaller sharing bags, like Cadbury Mini Snowballs, have increased sales by £1m in convenience.

“Fifty per cent of Christmas products sold early in convenience are single-serve, so we recommend focusing on these trends and sharing bags. Signpost the season early and if it works well for your store, then extend your range in October,” explained Susan Nash, trade communications manager at Mondelez International.

Seasonal range

Mondelez International is adding six new lines to its 2020 Christmas Cadbury range, with a focus on gifts and sharing options.

Tapping into the adult gift market, Cadbury Dairy Milk Chunk Secret Santa will be available in 96g and 250g formats. The gift box includes Cadbury Dairy Milk Chunks, individually wrapped.

The company said that following the success of the Cadbury Roses partnership with Olivia Burton last year, it has teamed up with Emma Bridgewater to encourage customers to trade up. The special-edition tin will also include a voucher for shoppers to use at Emma Bridgewater stores.

Following the Freddo Treasures launch in 2019 and the white chocolate format in June, Freddo Giant Gold Treasures Tins is aimed at parents. The product includes a novelty tin, six bags of Cadbury Chocolate Buttons, under 100 calories, and three Freddo figurines with festive-themed stickers.

Mondelez has also launched an Oreo Selection Box, which includes two Cadbury Dairy Milk bars, Dairy Milk Oreo Mint and Oreo Classic.  

Christmas confectionery: everything you need to know

“Chocolate gift boxes are the biggest-selling products at Christmas, so get creative with your displays and pre-order the bestselling lines as 70% of shoppers are looking for familiar brands,” Nash explains.

For sharing, Cadbury Dairy Milk Jingly Bells will be available in two flavours, Hazelnut Crème and Chocolate Noisette. Clip strips are available to retailers.

Finally, a Cadbury Dairy Milk Advent Calendar, containing Cadbury Dairy Milk Chunks, taps into the adult advent market, which has grown by 50% since 2017.

New to 2020

• Cadbury Dairy Milk Advent Calendar 258g (RRP £5.99)  
• Cadbury Dairy Milk Jingly Bells Hazelnut Creme and Chocolate Noisette 82g (RRP £1.49)
• Freddo Giant Gold Treasures Tins (RRP £5.99)
• Cadbury Roses by Emma Bridgewater tin 800g (£9.99)
• Cadbury Dairy Milk Chunk Secret Santa Gift 96g and 250g (RRP £2.99-£4.99)
• Oreo Selection Box 430g (RRP £5.95)

What were the bestselling confectionery products last Christmas? Click here to find out

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