Mondelēz International has unveiled its new festive range — comprising new lines and returning favourites — set to help retailers drive seasonal sales this year.
The supplier identifies three stages to drive category growth:
FAST START
According to the supplier, the run-up to Christmas begins in September with a ‘fast start’, where 25% of all Christmas confectionery sales come in the first period of the season. Mondelēz International advises retailers to prepare for the increase in Big Night In occasions as the weather gets cooler and shoppers look to spend more nights at home by stocking up on sharing formats, tablets and self-eat treats. These products appearing on shelves act as the first indicator of Christmas to shoppers, beginning to drive seasonal excitement. This includes Cadbury Mini Snow Balls tablet as well as sharing ranges including Cadbury Roses and Cadbury Heroes. These products also cater to those shoppers stocking up for Halloween.
COUNTDOWN TO X-MAS
As shoppers start to get into the festive spirit, self-eat products such as Cadbury Puds become key, says the supplier. Cadbury Puds are the No. 1 line in the self-eat novelty in independent convenience and symbol stores and grew 5% in 2024. The Cadbury Puds range expanded last year with Cadbury Mini Puds, bringing this festive favourite into a bitesize bag format for the first time. The bags feature Puds’ iconic festive design and appeal to shoppers looking for a stocking filler gift or even as a treat to enjoy themselves. Clip strips are available too with Cadbury Mini Puds, which will disrupt shoppers in-store and drive pick-up.
Read more: Mondelez reveals Easter range
FANFARE FINISH
In December, shoppers will be looking to make their final purchases in the run-up to Christmas Day. According to the supplier, 50% of winter sales are made in December, with seasonal confectionery growing by 55% in the week of Christmas. December remains a key sales period for retailers to drive sales through gifting and sharing formats, including selection boxes such as the Cadbury Medium Selection Box, an ideal stocking filler, as well as Cadbury Milk Tray.
There’s also a nationwide rollout of a Cadbury Dairy Milk Mixed Chunks sharing tin, featuring individually wrapped chunks of Cadbury Dairy Milk, Cadbury Dairy Milk Whole Nut and Cadbury Dairy Milk Caramel, as well as a 360g Cadbury Mini Snow Balls bar.
Nicole Partridge, senior brand manager, Christmas, at Mondelēz International, said: “With Cadbury Cadbury being the leading Chocolate supplier, we’re in a great position to spruce up retailers’ ranges this winter, with our much-loved seasonal range. Our iconic seasonal products allow consumers to tailor their festive snacking to their own requirements. Whether that’s a quick bite while relaxing in front of the TV with our Cadbury Dairy Mini Puds or providing an array of snacks for the whole family with a Cadbury Dairy Milk Mixed Chunks sharing tin, it has to be Cadbury this Christmas.
“This Christmas we’re extending our successful partnership with Lotus Biscoff even further, introducing our second piece of NPD with our new Cadbury Dairy Milk Biscoff Advent Calendar, the most indulgent way to count down to the big day. Our hugely successful Cadbury Dairy Milk Biscoff bars are also expanding into a new, larger gifting format, as they’re simply too delicious to be enjoyed alone.”
