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2012 Update: This year they’ve launched some retro Easter eggs, but they’re nothing much to get too excited about.
Nestlé Rowntree has announced their Easter egg and boxed chocolate range to take their share of what is expected to be a £241 million market in 2008.
Nestlé Rowntree have added some new products to their range as well as continuing with some well-loved brands such as KitKat, Smarties, Milkybar, Aero, Heaven and Black Magic.
To support this launch they’ll be spending a whopping £8 million in marketing – ouch!
The thing is that Easter will be on 23rd March, which is the shortest pre-Easter season there has been since 1913 – so that doesn’t give retailers, wholesalers or consumers long after Christmas or Valentines long to get prepared.
Nestlé Rowntree have gone down the healthier route with two new filled eggs with the Smarties & Milkybar brands. the former being free from artificial colours since 2006 and Milky bar being made from all natural ingredients.
The Smarties Shaker egg will be billed with mini Smarties and the Milkybar will be filled with white chocolate filled rice balls and will both retail for 39p.
Nestlé Rowntree will also launch two premium filled Easter eggs to target women that want an extra special treat. the brand “Heaven” which was launched in February 2007 is the Heaven Swiss Milk Chocolate filled egg which will retail for 55p.
There will also be a new Black Magic filled egg with a dark chocolate truffle centre and Nestlé Rowntree aren’t forgetting the mass market either. Standard Easter eggs account for 71% of all egg sales which equates to a staggering 1.73 million households buying them.
But Nestlé Rowntree are doing something different this time. The Aero Milk Bubbles Gift Experience Easter Egg, which retails at £4.99 will also have a gift certificate which can be exchanged for a variety of experiences such as facials, manicures or massages. this is perfect for boyfriends and husbands to buy their partners.
The Kit Kat Gift Experience Egg (also £4.99) focuses on men with gift certificates for golf and canoeing lessons.
You’ll also get the usual Easter eggs with mugs etc. as well as the boxed chocolates which account for around 40% of chocolate sales at Easter time.
There’ll be the Quality Street and Dairy Box 480g and 375g boxes which will do well for Mother’s day. As well as the Black Magic Dark collection and the Heaven Truffle collection.
I must admit that I expect Nestlé Rowntree to have a fantastic Easter because of the great range they have, but also because they’ve thought outside of the box (sorry) with the gift experience Easter eggs.