Eggs-travagant Easter sales

With a longer lead-in time due to a later than usual Easter this year, retailers have the opportunity to make the most of the lucrative Easter confectionery market. Fionnuala Carolan outlines the brands and trends that will drive growth during Easter 2022

Brand Central

14 February 2022

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While the sight of Christmas decorations appearing in October may cause some to come out in a rash, seeing Easter products on sale early just fosters the notion that spring is in the air and brighter days are ahead. Easter is considered a favourite holiday for many due to the lack of pomp and ceremony – no pressure to decorate the house, buy presents for your great aunt and visit every relation across the nation, but it is just a nice relaxing holiday and an excuse to indulge in mountains of chocolate.

As Ireland celebrated its second Easter in lockdown last year, Kantar Ireland found Irish shopper’s efforts to make the day special resulted in a 17.4% sales increase in chocolate eggs compared to 2020’s figures. It seems many felt their loved ones deserved an extra special treat last year as sales of premium eggs increased by 21.7%. It is therefore vital for retailers to ensure they are stocking the right range on-shelf, from fun and colourful options for the kids to luxurious, indulgent choices for adults that they may have traded up to last year and will be looking to purchase again this year.

Spring is in the air

To reduce plastic packing, the majority of the Butlers Easter collection is presented in either recyclable or keepsake packaging

Butlers Chocolates, Ireland’s most preferred brand of luxury Irish chocolates (source: Opinions Research 2021) has unveiled its tempting Easter range for 2022. The range includes its ever popular wrapped eggs in a variety of sizes, small and large boxed eggs with mini eggs and delightful chocolate figures for shoppers of all ages.

Butlers’ chocolatiers use sustainably sourced cocoa to craft its exceptional chocolate products and the company is a fully verified Gold member of Origin Green. The Butlers’ factory in north Dublin is also home to the largest solar installation on an industrial premises in Ireland (which has generated over 1.5 GWh of energy to date – enough to produce over eight million chocolate bars).

Butlers continues its sustainable take on luxury this Easter. To reduce plastic packaging, the majority of the Butlers Easter collection is presented in either recyclable or keepsake packaging. Its stylish chocolate wrapped Easter eggs are encased in recyclable wraps, finished with recycled paper labels and tied with a bow made from recycled plastic bottles. The striking colour co-ordinated range stands out on shelf and makes for a very eye-catching in-store display. As Easter falls later this year, now is the perfect time to stock up and capitalise on the longer lead time.

Available in three sizes, the gift-wrapped boxes showcase a selection of classic Butlers favourites

For a luxury chocolate gift sure to impress at any time of year, look no further than Butlers Ballotins, which continue to be the must-stock premium Irish made chocolate gift. Available in three sizes (160g, 320g and 480g featuring, 12, 24 and 36 chocolates respectively), the beautifully gift-wrapped boxes showcase a selection of classic Butlers favourites. The selection inside includes; Orange Crunch, Salt Caramel, Almond Praline and Dark Truffle. Butlers Chocolates are distributed by Richmond Marketing, who also carry the complete Butlers range of 100g solid chocolate bars and The Chocolate Collection – a stylish contemporary selection of assorted chocolates in 185g and 300g sizes.

The perfect Easter gift

The Cleeve’s Easter Egg collection includes the Cleeve’s Macaroon Egg, Cleeve’s Iced Caramels and Milk Chocolate Egg, and the Classic Irish Milk Chocolate Egg with Cleeve’s Chocolate Caramels

Cleeve’s Irish Confectionery has developed a selection of Easter eggs this spring that will make the perfect Easter gift for chocolate lovers and fans of the Cleeve’s brand, both young and old.

The Cleeve’s Easter Egg collection includes the best-selling variants within the range with the launch of the Cleeve’s Macaroon Egg, Cleeve’s Iced Caramels and Milk Chocolate Egg, and the Classic Irish Milk Chocolate Egg with Cleeve’s Chocolate Caramels.

Made using Cleeve’s traditional recipes and quality Irish dairy products sourced locally, the three Easter eggs are all foil-wrapped and presented in striking vintage-inspired packaging that can be recycled and disposed of responsibly. Each carton also gives the consumer some background information on the fascinating history and heritage behind the Cleeve’s brand.

Cleeve’s is Ireland’s longest surviving confectionery brand and has a history as rich as its chocolate. Established in 1882, the Cleeve’s factory in Limerick had become the largest milk processing factory in Ireland by 1902 using the milk of over 10,000 cows. Back then, its focus was on cream and skim milk processing. However, the founder Sir Thomas Henry Cleeve’s saw the value in diversifying and went on to manufacture butter, condensed milk and the brand’s beloved toffee and chocolate products.

Today, it is fitting to honour the memory of the Cleeve’s founder Sir Thomas Henry Cleeve by once again incorporating Irish milk into the Cleeve’s Easter Egg selection.

Classic Irish Milk Chocolate Easter Egg (RRP €6): is a milk chocolate egg made from the finest Irish dairy ingredients accompanied with the inclusion of Cleeve’s Chocolate Caramels. An all-time favourite treat, Cleeve’s original chewy caramels are smothered in rich dark and milk chocolate and are a gluten-free snack that can be enjoyed anytime throughout the day.

Cleeve’s Macaroon Easter Egg (RRP €6): The classic combination of chocolate and coconut is timeless. The Macaroon Easter Egg is made from Irish milk chocolate combined with exotic coconut from the Far East and brings to market the brand’s market-leading Macaroon Bar in a chocolate egg format using its special recipe that has been enjoyed by successive generations down throughout the years. The Macaroon Easter egg is also accompanied with two Cleeve’s Macaroon Chocolate Bars.

Cleeve’s Original Iced Caramels Easter Egg (RRP €6): Cleeve’s Original Iced Caramels Easter Egg brings together one of Ireland’s most cherished retro sweet treats and a luxurious Milk Chocolate Easter Egg. Uniquely special and produced exclusively in Ireland by Cleeve’s Irish Confectionery, Cleeve’s Original Iced Caramels combines yummy, chewy caramels under a crisp coating of pink and white icing. One of a kind, Cleeve’s Iced Caramels are still made using the same recipe and methods first developed over 90 years ago.

For more information on Cleeve’s Irish Confectionery please visit cleevesirishconfectionery.ie or if you would like to order Cleeve’s please contact your Ampersand representative or call the sales line on 01 4130150.

Handcrafted Easter joy

Hand crafted using luxurious milk chocolate, each Desserts Collection Egg includes nine decadently delicious Dessert chocolates

For shoppers looking to impress this Easter, Lily O’Brien’s has the perfect range of Easter Eggs and gifting options. From much loved classics and elegant offerings – this year chocolate lovers can choose from a selection of Lily O’Brien’s Easter Eggs that are handcrafted using the brands famous and much-loved signature recipes.

Inspired by the best-selling Desserts Collection, the Lily O’Brien’s Desserts Collection Egg (RRP €15) is sure to delight this Easter. Handcrafted using luxurious milk chocolate, each Desserts egg includes nine decadently delicious Dessert chocolates including three of the most loved recipes from the Dessert collection; Crème Brulee, Raspberry infusion and Key Limey Pie. It will be sure to put a smile on someone’s face this Easter.

Luxurious and moreish, this egg is the ultimate indulgent chocolate treat

Lily O’Brien’s Sticky Toffee Egg (RRP €15) will make the perfect gift for those who love the finer things in life! This beautiful hand-crafted milk chocolate egg comes with 11 delicious sticky toffee chocolates – sweet smooth caramel smothered in milk and dark chocolate. Luxurious and moreish, this egg is the ultimate indulgent chocolate treat – ideal for spoiling someone special this Easter.

Each stylish gift bag contains a hand-crafted milk chocolate egg, the beautifully gift-wrapped Ultimate Chocolate Collection and two Lily O’Brien’s share bags

For a gift to really impress The Lily O’Brien’s Luxury Easter Egg Gift Bag (RRP €25) is the perfect answer this Easter. Each stylish gift bag contains a hand-crafted milk chocolate egg, the beautifully gift-wrapped Ultimate Chocolate Collection and two of the most popular recipes from the Lily O’Brien’s share bag range; a Creamy Caramel share bag and a Crunchy Salted Almond share bag guaranteed to delight any chocolate lover this Easter time.

For shoppers looking for an alternative Easter gifting option, Lily O’Brien’s luxury boxed chocolate range provides the perfect options. From the best loved Dessert’s Collection to Exquisite and Ultimate Chocolate Collections, Lily O’Brien’s range of boxed chocolates offers retailers the perfect range to appeal to shoppers this Easter.

All Lily O’Brien’s Easter Eggs and boxed chocolates are carefully created and thoughtfully designed in County Kildare making them the perfect choice for gifting and sharing. Lily O’Brien’s range is available in stores nationwide and you can also view the full range online at www.lilyobriens.ie

Make them smile from ear to ear

The Lindt Gold Bunny comes in a wide variety of sizes, formats, and flavours

Make your customers smile from ear to ear this Easter with the iconic Lindt Gold Bunny. Available now in stores nationwide, the Lindt Gold Bunny continues to dominate the novelties category as a clear market leader at Easter, delivering over €1.5m in sales*.

Lindt Gold Bunny comes in a wide variety of sizes, formats, and flavours and there truly is a Lindt Gold Bunny for everyone as the perfect gift for your loved ones this Easter. This Easter season, you can expect to see a strong support plan behind the Lindt Gold Bunny brand both in store and on TV.

The Lindt Easter Egg range is back on shelves this spring with some new additions to the portfolio which are sure to entice shoppers. The full Lindt Easter Egg range continues to be a key sales driver for retailers at springtime and are once again proving a must stock item as consumers look to trade up and give a premium, special Easter gift.

The Lindt master chocolatiers combine expertise and the finest ingredients to create the perfectly round milk chocolate truffles with a smooth melting filling of dark chocolate

Lindt Lindor has strengthened its position as the number one boxed chocolate brand in the Irish market with over 20% market share** of the boxed chocolate category proving that Lindt Lindor continues to be a must stock for retailers in 2022.

With a wide range of exciting flavours as well as formats, Lindt Lindor is the perfect chocolate gift for any occasion. Lindor success comes not only from the much-loved classic Lindor milk recipe but also through its continual innovations to the market to excite and delight shoppers. This spring experience bliss with the most indulgent addition to the Lindor range: Double Chocolate.

The Lindt master chocolatiers combine expertise and the finest ingredients to create the perfectly round milk chocolate truffles with an irresistibly smooth melting filling of dark chocolate. Double Chocolate: Double bliss.

*(Source: Nielsen, Total Scantrack excluding discounters @MAT ROI Data to 02.01.2)

**Source: Nielsen Total Scantrack Value Sales Easter period = 15 weeks to 4 April 2021 v prior)

The must-have gift for Easter

New from KitKat is the KitKat Chunky Lotus Biscoff Giant Egg (274.5g), which is set to become one of the must-have gifts for Easter 2022! This appetising egg offers KitKat fans their first chance to try the hotly anticipated KitKat Chunky Lotus Biscoff, which will be coming to the Irish market later this year. The newest Chunky flavour features the brand’s trademark crispy wafer topped with a Lotus Biscoff filling, all covered with smooth milk chocolate. The Giant Egg compromises a milk chocolate shell egg alongside three full-size KitKat Chunky Lotus Biscoff (41.5g) bars.

Belgium’s finest chocolate

Belfine chocolate decorated lollipops and Hamlet chocolate figures are a fantastic impulse purchase

Everyone loves an extra special treat around Easter, and Shelton offers several premium brands to fulfil these wishes. Belfine is short for Belgium’s finest, and Belfine chocolate decorated lollipops made from only the finest ingredients live up to this promise. Hamlet chocolate figures are also a fantastic impulse purchase, and are a part of the larger Hamlet premium Belgian Chocolate range.

Zaini Chocolate Surprise Eggs include Paw Patrol, Tom & Jerry, Barbie and LOL Surprise

Zaini is also very well known for its licensed ranges of Chocolate Surprise Eggs, and feature many well-known children’s favourites such as Paw Patrol, Tom & Jerry, Barbie, LOL Surprise and more. Surprise eggs are an everyday item selling all year round, with special Easter gift-packs also available. Check out the four-pack cartons, and crack them open one at a time!

Zaini presents its unique Gianduiotto Flame Egg which comes filled with fashion wrist bands, necklaces, and other accessories

Fresh from receiving the coveted ISM Award in Germany for its special contribution to the global confectionery industry since 1913, Italian chocolate specialists Zaini presents its unique Gianduiotto Flame Egg in Ireland for the first time in 2022. Zaini manufactures their exceptional products in Milan, one of the Fashion capitals of the world, and the Flame Egg comes filled with fabulous fashion wrist bands, necklaces, and other accessories to give a loved one a splendid surprise.

If you would like to know more about these products, Shelton can be contacted at info@shelton.ie, or call 01-4018455

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