Mars could be heading for its most magical Easter ever with the launch of at least one, and probably several, Harry Potter eggs. Mars has paid an undisclosed sum for the right to produce chocolate and sweets based on the boy wizard's adventures, but is currently remaining tight-lipped about its plans for Easter. But The Grocer has obtained a sneak preview of the first Harry Potter egg to roll off its production line. The 120g egg will retail for £3.99 with wholesalers predicting it will be next year's big seller. Containing two chocolate frogs and collector cards, the first egg from Mars' biggest ever foray into the licensing market will almost certainly prove to be next Easter's must-have sweet treat for children. However, Sam McElligott, Mars' trade relations manager, refused to comment on further Easter launches. "We are not revealing any details about our full Easter range until later this year." she said. Meanwhile, Mars is preparing to reap the rewards of its first Harry Potter launches. Bertie Botts Every Flavour Beans (rsp: 39p for 45g impulse packs, £1.19 for 150g tubes) and Chocolate Frogs (with free collectable cards, rsp: 79p) hit shelves on Monday (September 24). {{P&P }}

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