Mondelez International is launching a Cadbury Biscoff Filled Egg and an Oreo Filled 5-pack for Easter 2026, as well as bringing back its popular retailer display competition.
The chocolate-coated Cadbury Biscoff Filled Egg contains Biscoff spread and crunchy biscuit pieces and has tested well with shoppers, with an 87% purchase intent [10 Cadbury Biscoff filled egg pack design test, February 2025]. The egg is available in a single format [RSP 99p] as well as 3-packs [RSP £3.65], which research has shown is one of the most likely pack sizes to drive trial [Creme Egg PPA Study, October 2024].
Also new for 2026 is a Cadbury Oreo Filled Egg 5-pack [RRP £5.82] . The multipacks segment grew ahead of traditional Easter at +28% [Kantar | Total Chocolate 52 w/e 20 April 2025].
In addition, Mondelēz is launching a White Cadbury Creme Egg multipack nationwide to tap into the 74% of white chocolate consumers who solely purchase white chocolate [Kantar]. White Cadbury Creme Egg remained the second-largest SKU in the filled egg singles category in 2025 [Nielsen Total Coverage, 17 Weeks to W/E 19.04.2025].
Retailers can also look forward to the return of Cadbury Creme Egg’s highly successful ‘How Do You Display Yours?’ retailer competition, which is exclusive to independent convenience retail. The competition invites retailers to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays for the chance to win a grand prize of £1000 in vouchers.
To enter the competition, retailers can visit SnackDisplay.co.uk – Mondelēz International’s trade-focused advice and information site. Other prizes up for grabs include: two prizes of £500 vouchers and eight prizes of £100 vouchers.
Easter stalwart, the Cadbury Creme Egg, grew 16% during the start of the 2025 season and was the number two Easter brand, with its 5-pack holding the No. 2 Easter SKU spot [Nielsen Total Coverage, Latest 24 Weeks W/E 19.04.2025].
Also back for 2026 is the Cadbury Caramel Filled Egg, which became the third-largest filled egg single in 2025, growing at +25% value.
Number one Easter brand, Cadbury Mini Eggs, is returning too, with three out of five SKUs now packaged in 65% post-consumer recycled plastic made possible through advanced recycling technology. The packaging design has been updated to reflect this change with a claim on front of pack, and a scannable QR code on back of pack. This will direct consumers to find out more and where they can take their packaging for recycling collection.
In 2025, Mondelēz International grew Easter sales ahead of the category at +19.1% value YOY [NIQ Discover Total Coverage data from we 07.12.24 to w/e 19.04.25].
To make the most of the season, the firm claims that retailers should split Easter into three phases: getting off to a ‘fast start’ (from 1st January to Valentine’s Day); ‘building momentum’ (from Valentine’s Day, to Mother’s Day on 10th March); and then gearing up for a ‘gifting finish’ for the final three-and-a-half weeks until Easter on 5th April.
