Cadbury Trebor Bassett has invested £4m in improvements to its Cadbury Creme Egg, and will be giving it heavyweight support.
Improvements include a smoother taste and enhanced wrapping ensuring that every egg is fully covered with foil.
The 2006 launch will be supported by heavyweight multi-media activity, including new TV advertising, emphasising the fun credentials of the brand.
Mike Tipping, head of customer relations for Cadbury said: “We know that consumers are looking out for their first Cadbury Crème Egg from January 1, so it’s up to retailers to satisfy that demand.”
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