Easter portfolio is ‘incredibly strong’ says licensed confectionery specialist’s Rachel Wyatt.
Licensed confectionery specialist Kinnerton is ready for a bumper Easter weekend, with an “incredibly strong” portfolio both in new product formats and licences.
Brand and licensing director Rachel Wyatt (pictured) told The Source that the company has enjoyed “really strong sell in” for Easter, and that the week before Easter is always incredible in terms of the volume of egg sales.
“Our Easter portfolio is incredibly strong both in product format and licences,” commented Rachel. “We have Peppa Pig, Paw Patrol and P J Masks at the younger end, plus My Little Pony and Transformers at the slightly older end of kids.
“We have also gone into collaboration with brands such as Crayola (Decorate Your Own Egg), Volkswagen, Help for Heroes and Nerf – all of which bring a newness to the marketplace.”
Kinnerton manufactures all of its Easter eggs at its Norfolk plant in the UK and all its branded eggs come with its Nut Safety promise.
This year has also seen the company look at how it can incorporate a more ‘foody’ style into its Easter eggs, Rachel explained. It has introduced a My Little Pony Strawberry Shortcake egg and a Peppa Pig Eggy egg, for example.
Rachel continued: “Easter is very competitive, with a huge number of manufacturers vying for the space on shelf. While the Easter eggs are on shelf at retail for a couple of months, the big sales happen in the last two weeks – so you really do have to hold on to your Easter Bonnet as Easter Sunday gets closer and closer.
“The market is also aggressively promoted, offering consumers incredible value for money on multibuys and money off promotions.”
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