Mondelez has announced a wide range of new lines as well as some returning favourites for the 2020 Christmas season, with the likes of Cadbury and Maynards Bassetts hoping to grow the category in what will be a unique period compared to previous years.
New releases include Cadbury Roses tins in collaboration with designer Emma Bridgewater and Cadbury Dairy Milk Jingly Bells, along with the range of Cadbury advent calendars. Furthermore, with festive candy growing at 5.1%[i], Mondelez has also advised wholesalers to stock up on a range of seasonal Maynards Bassetts formats to complement their chocolate ranges.
Unitas members and Mondelez work together over Easter weekend
Trade communications manager Susan Nash also explained how the channel should split Christmas into three phases to enable it to stock the right range at the right time. “The season begins in September and October, when stores can kick off with a ‘Season Start’ for sharing confectionery as the nights draw in. In November, the season begins for shoppers with the ‘Countdown to Christmas’ so retailers should reflect this in store with advent calendars and tree decorations.
“Finally, as we enter December and the big day approaches, retailers can deliver ‘Seasonal Christmas Magic’, where shoppers are increasingly looking to trade up, by stocking up on gifting and selection packs to drive maximum sales from festive shoppers,” she added.
[i] Nielsen
