Next Easter will herald the battle of the square eggs as Nestlé Rowntree launches its W-egg'. The square filled W-egg aims to crack the market dominated by Cadbury's Creme Eggs, and capitalise on the popularity of Squegg, the first ever square chocolate egg which Cadbury launched last year. Nestle's kids W-eggs have an rsp of 32p, the same price point for Cadbury Creme Eggs. They are called "the square eggs that look round", as the packaging is covered in eyes. Part of the Wonka range, they are made with Wonkalate ­ purple chocolate from Willy Wonka's factory. Cadburys has repackaged the Squegg (rsp £3.99) for 2001, and plans a heavyweight advertising awareness campaign. A limited edition Squegg with mobile phone holder will be available at £3.99. Headlining the 2001 Nestlé range of shell eggs are After Eight Truffles and Milkybar Choo eggs. The Nestle For Her' range includes new look Quality Street, Dairy Box and Black Magic eggs. The For Him' range includes the Kit Kat Chunky egg, a football themed Yorkie egg, and a bigger Lion egg to appeal to the youth market. {{P&P }}

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