Sales of the Cadbury Crème Egg have dropped by more than $8 million since the company changed the recipe last year.
Cadbury parent company Mondelez International lost more than $14 million dollars in sales of Cadbury Eggs, dropping 7 per cent for filled eggs and 11 per cent for shelled eggs in 2015.
Mondelez has recently been focusing on building its healthy snack portfolio, as opposed to the Cadbury chocolate brand in the UK. In September, Chief Growth Officer Mark Clouse announced the company plans to focus 70 per cent of new product development efforts on healthy offerings in the next five years.
Mondelez Marketing manager Claire Low has said that despite the changes seen in the UK, the fundamentals of Cadbury Crème Egg remain exactly the same.
“The Easter ‘season’ changes every year depending on when Easter falls. It was two weeks shorter in 2015 than 2014 so it’s hard to compare,” Low said.
“This is why most of the big chocolate brands show a fall in revenue for 2015 against 2014. We are proud to be the nation’s favourite at Easter and we will continue to strengthen our position by investing in power brands and launching new seasonal products.”
Mars is taking on Cadbury with its own solid chocolate mini egg – the Galaxy Golden Egg, an extension of the Malteaser bunny range.
While Ferrero will bring a limited edition of its Kinder Joy egg, a plastic egg featuring a tab opening up into two halves – one made of creamy milk and cocoa cream and the other including a toy along with a spoon.
Cadbury Crème Egg first appeared in 1971 and now dominates the UK market with approximately 500 million being made each year with over a third for export.