Mars axes egg brand

Mars Confectionery is axing its two-year-old rival to Cadbury’s Creme Egg after it failed to crack the brand leader’s market dominance.

The brand was rolled out nationally at the end of 1994 after a successful test in Scotland over Easter 1994. It was aimed at women and children.

The national launch was backed by a 1m advertising campaign through D’Arcy Masius Benton & Bowles and featured the character Marv the Rapping Rabbit and the strapline “You can’t get more taste in an egg”.

Following reports of disappointing sales this Easter, Mars will not be bringing out the brand in 1997. One insider says: “People get bored and start wanting new products.”

The brand was described as a containing a “lighter, more indulgent” recipe than the Mars bar.

Cadbury’s Creme Egg, which was launched in the Thirties, dominates the seasonal filled eggs sector.

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