Mondelez International is urging wholesalers to get their Christmas confectionery displays out as soon as possible to inspire retailers to do so too.
At the launch of its Christmas 2015 range, Susan Nash, trade communications manager at Mondel #275;z, said display was critical and products needed to be in place in c-stores by the end of September to take advantage of impulse sales, and therefore displays need to be out in depots in August.
New Christmas lines for 2015 include a convenience trade exclusive – a 93g sharing pouch of Heroes. Rrp is £1.49 and there are 10 per outer. Nash says the launch recognises the huge popularity of sharing bags.
Other new lines include Cadbury Dairy Milk (CDM) hollow santas. There are five santas in each pack but seven different santas in total to collect. Rrp is £2.99 and these come nine to an outer.
Two eye-catching additions are CDM Oreo and Snow Bites gift baubles. The Oreo bauble contains new CDM covered vanilla and Oreo twistwraps while the Snow Bites one contains four mini bags. Rrp is £4.99 with eight to an outer.
Mondelez Christmas brand manager Steve Chick said Snow Bites had a ‘fantastic season’ last year but they did run out of product. “We are incredibly confident we won’t run out this year,” he said. “Seasonal novelties can be hard because there’s such a long sales window but the last thing we want to do is run out.” The Snow Bites are available again in a 90g pack, 18 per outer.
According to Nielsen figures, Cadbury continues to be the number one selection box brand, with its medium box its biggest seller. This year the Flake in this has been replaced by Double Decker to recognise the fact that the brand is selling very well at the moment.
On the sugar confectionery side of things, there are new Bassett’s Santa Babies which follow the success of Easter’s Jelly Bunnies. Chick says these brought a huge level of incremental sales.
Finally, Milk Tray is celebrating its 100th anniversary with a new-look pack that features outlines of the chocolates. There are three new chocolates: salted caramel charm; truffle heart; and apple crunch. The brand will be backed by a £4m TV campaign.
In total, Mondelez will back its Christmas range with a £10m investment. There will be a full range of pos available including pallet wraps and bigger display units for depots.