Eggs-travagant Easter sales With a longer lead-in time due to a later than usual Easter this year, retailers have the opportunity to make the most of the lucrative Easter confectionery market. Fionnuala Carolan outlines the brands and trends that will drive growth during Easter 2022
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43 CATEGORY FOCUS Easter
W
hile the sight of Christmas decorations appearing in October may cause some to come out in a rash, seeing Easter products on sale early just fosters the notion that spring is in the air and brighter days are ahead. Easter is considered a favourite holiday for many due to the lack of pomp and ceremony – no pressure to decorate the house, buy presents for your
great aunt and visit every relation across the nation, but it is just a nice relaxing holiday and an excuse to indulge in mountains of chocolate. As Ireland celebrated its second Easter in lockdown last year, Kantar Ireland found Irish shoppers’ efforts to make the day special resulted in a 17.4% sales increase in chocolate eggs compared to 2020’s figures. It seems
many felt their loved ones deserved an extra special treat last year as sales of premium eggs increased by 21.7%. It is therefore vital for retailers to ensure they are stocking the right range on-shelf, from fun and colourful options for the kids to luxurious, indulgent choices for adults that they may have traded up to last year and will be looking to purchase again this year.
Spring is in the air
largest solar installation on an industrial premises in Ireland (which has generated over 1.5 GWh of energy to date – enough to produce over eight million chocolate bars). Butlers continues its sustainable take on luxury this Easter. To reduce plastic packaging, the majority of the Butlers Easter collection is presented in either recyclable or keepsake packaging. Its stylish chocolate wrapped Easter eggs are encased in recyclable wraps, finished with recycled paper labels and tied with a bow made from recycled plastic bottles. The striking colour co-ordinated range stands out on-shelf and makes for a very eyecatching in-store display. As Easter falls later
this year, now is the perfect time to stock up and capitalise on the longer lead time. For a luxury chocolate gift sure to impress at any time of year, look no further than Butlers Ballotins, which continue to be the must-stock premium Irish made chocolate gift. Available in three sizes (160g, 320g and 480g featuring, 12, 24 and 36 chocolates respectively), the beautifully gift-wrapped boxes showcase a selection of classic Butlers favourites. The selection inside includes; Orange Crunch, Salt Caramel, Almond Praline and Dark Truffle. Butlers Chocolates are distributed by Richmond Marketing, who also carry the complete Butlers range of 100g solid chocolate bars and The Chocolate Collection - a stylish contemporary selection of assorted chocolates in 185g and 300g sizes.
Butlers Chocolates, Ireland’s most preferred brand of luxury Irish chocolates (source; Opinions Research 2021) has unveiled its tempting Easter range for 2022. The range includes its ever-popular wrapped eggs in a variety of sizes, small and large boxed eggs with mini eggs and delightful chocolate figures for shoppers of all ages. Butlers’ chocolatiers use sustainably sourced cocoa to craft its exceptional chocolate products and the company is a fully verified Gold member of Origin Green. The Butlers’ factory in north Dublin is also home to the To reduce plastic packing, the majority of the Butlers Easter collection is presented in either recyclable or keepsake packaging
The perfect Easter gift
Available in three sizes, the gift-wrapped boxes showcase a selection of classic Butlers favourites
ShelfLife February 2022 | www.shelflife.ie
Cleeve’s Irish Confectionery has developed a selection of Easter eggs this spring that will make the perfect Easter gift for chocolate lovers and fans of the Cleeve’s brand, both young and old. The Cleeve’s Easter Egg collection includes the best-selling variants within the range with the launch of the Cleeve’s Macaroon Egg, Cleeve’s Iced Caramels and Milk Chocolate Egg, and the Classic Irish Milk Chocolate Egg with Cleeve’s Chocolate Caramels.
