Cadbury plots year-round Creme Egg Twisted bar

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here