Cadbury is introducing Creme Egg as a permanent line with the launch of a new bar called Creme Egg Twisted. The launch aims to boost sales of the brand outside its core Easter period.
The new product is a solid bar of chocolate that is “twisted” and has the fondant running straight through the middle. It aims to build on the Dairy Milk Creme Egg bar that was launched in 2006, which had filled individual segments.
It is understood that Creme Egg Twisted, which will be introduced after Easter, is a key product launch for the confectionery giant. It will be sold year-round, unlike the iconic egg, which only sells from January to Easter, and the CDM bar, which goes off shelves when the egg is reintroduced.
It is expected to be backed by a major advertising spend, likely to include TV. It will also benefit from the follow-up to the “Gorilla” ad, which is due to launch from March.
Cadbury spends about £5m promoting the egg, which is the leading filled egg brand, when it is reintroduced each January. It is currently running a campaign that aims to focus on the fondant filling, with the strapline: “Here today, goo tomorrow”. It has been created by Publicis.
Industry sources say Cadbury is keen to focus on products that provoke “nostalgic feelings” in consumers, following on the from the limited edition relaunch of Wispa last year.