We improve, But we don't change a winning team. This is the philosophy of Mondelez International, number two of the chocolate market for Easter. In view of their good Easter results 2024, The three brands of Mondelez int. were united to offer offers adapted to all ages : children, adolescents, young adults and parents, but also and above all to promote intergenerational sharing.
Favorite chocolate brand for children, Milka remains the centerpiece of this winning strategy with its rationalized and relevant range, which will be supported by a massive media coverage plan. This year, This strong range refocuses for Easter on its portfolio heart with the essential small eggs, which are offered in packaging 100 g, In addition to 350 g bags, With also strengthening the rabbit range and the new design of the shell eggs. Candies, on their side, are supported by two new features.
Milka, a distinctive offer for children
On the small eggs segment, Formats 100 g and 350 g represent 61 % of turnover. Hence the generous Milka offer of eight perfumes and the new 100 g format to strengthen accessibility price of the product. On the rabbit segment, Milka always cultivates its distinctive offer with its four perfumes, The three limited editions of Astronaut rabbits, pirate and sailor, and the large format rabbit of 175 g. As for the Milka shell eggs, spoonful, They have now existed since 2001 and remain unique and without imitation. This year they benefit from a new design while remaining more than ever faithful to themselves. Candies are also appreciated at Easter, Because they are easy to share with the family. Milka again takes the initiative with a new design and two innovations : White chocolate candies and a mixed format offering an assortment of candies in the 130 g range.
Côte d’or, The gluttony of seniors
Côte d'Or has set a clear goal : Satisfy the delicacy of 50 years and over. The target is all the more strategic since, in these times of uncertainty and forced income, This category is the only one that increases its expenses. To do this, The elephant brand has proven assets : The big egg of the bite Easter selection and the two packaging of small eggs for adults of 350 g (: The sachet of eggs with milk chocolate and the bag of eggs mix with milk chocolates, black and praline).
Toblerone, timeless for young people
The famous triangular chocolate bars saw their design modernized in 2023. The brand is still so emblematic : It appeals to young adults with its originality. Egg -shaped packaging containing toblerone bars makes the link with Easter. Proof of the sure value that is toblerone : The brand represents, For Mondelez International, The second brand of Easter chocolate value.
