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Wrapping up the Easter marketing drive

With Easter just around the corner, it’s perhaps no surprise that Confectionery Production is starting to receive its share of press releases of major marketing campaigns for this key date in the calendar. 

Among them, Mondelez International-owned Cadbury will be pulling out the stops with a major TV advertising drive, part of £10 million initiative for the brand in cementing its share of the market. 

Such significant sums may seem like a small fortune to some, but it’s clearly an investment that such major corporations believe are well worth making. 

As other key players in the market such as Ferrero have previously reported, Easter in fact represents one, if not the busiest times of the year in terms of production and revenue. The company has highlighted a sustained growth in chocolate and the wider confectionery market for gifting and well as sharing. 

So, will we see anything particularly innovative emerge this coming month in terms of new products? For now at least, it’s a question of watch this space, but one item I’ve been specifically intrigued by, which is not in fact Easter specific. I refer to the KitKat ruby chocolate launch as a special edition within Japan, which dips a toe in the water for the much-hailed fourth type of chocolate. 

As for Easter itself, here’s hoping that it offers the chance for break with family and friends, as well as signalling the prospect of an extremely busy Spring ahead.  

Please get in touch with any news and views at nbarston@bellpublishing.com 

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