Mondelez is streamlining its Easter confectionery range for 2015 as it focuses on its biggest and most successful brands.

The supplier - which described Easter 2014 as its most successful to date - is bringing less NPD to market than in previous years and is cutting SKUs that do not have a clear role. The move follows the business’s “biggest-ever” consumer research on seasonal confectionery.

Among lines being axed are three and six-packs of Cadbury Creme eggs, which Mondelez said catered for the same occasion. They have been replaced with a five-pack that will sit alongside the singles and 12-packs, while the brand will be supported with a £3m marketing push.

While a Cadbury Dairy Milk Freddo bar with ‘hundreds & thousands’-style sprinkles is joining the range, Caramel Bunnies have been dropped, as have Mini Eggs Treat and Quad bags. A large plastic egg containing six bags of Mini Eggs will join the line-up.

“We took a hard look at Mini Egg - we had lots of bags of different sizes that were doing the same job,” said brand manager Steve Chick.

NPD includes extending the hit Cadbury Dairy Milk with Oreo brand - currently worth £19.4m [Nielsen 52 w/e 14 June 2014] - into the shell egg market, and replacing the Variety shell eggs with Cadbury Heroes.

Announcing Bassetts Jelly Bunnies - the company’s first Jelly Babies NPD in 30 years - Chick said there was a “big opportunity” to grow sugar confectionery at Easter.

Mondelez also has big ambitions for its CDM Egg ‘n’ Spoon, which hit £12.7m in sales last Easter [Nielsen 16 w/e 19 April 2014], and is this year being supported with a £2m push.

“Awareness of Egg ‘n’ Spoon is still relatively low. We hope it can become a Creme Egg or a Mini Egg,” said Chick.

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