Mondelēz International approaches Easter with a clear strategy : capitalize on its flagship brands while refining its targeting. All three come together to cover all targets – children, adolescents, young adults, and seniors – while placing intergenerational sharing at the heart of the system
A structured portfolio, targeted innovations and strong point-of-sale activation : number two in the market, Mondelēz intends to maintain its position on one of the most strategic highlights of the chocolate calendar. “We are improving, But we don't change a winning team. » In other words, the group relies on the complementarity of its three locomotives to maximize category coverage and shelf rotation. The objective : recruit consumers without weakening the fundamentals. This strategy is part of a logic of securing volumes while injecting sufficient innovation to boost the market. In a context where price accessibility remains a major issue, the group's ability to offer varied formats and complementary range levels constitutes an asset for distributors.
Milka, centerpiece of the device
It's children's favorite brand : Milka remains the pillar of the Easter strategy. The 2026 range refocuses on its core portfolio while integrating innovations with strong power of attraction.
Reinforced essentials
The little eggs, key segment and second largest contributor in value to the market, benefit from a 360 degree renovation. New recipe from optimized technology. New pack design, for clearer navigation. Visible valuation of the number of eggs on the packaging without forgetting an 81 g format, adapted to consumption expectations.
Conquer teenagers : a strategic target
Mondelēz identifies adolescents as a priority growth lever. This is what the perfect Milka-Oreo pairing is all about. New recruit indeed in the family : le lapin Milka Oreo. A powerful alliance between two brands identified with young people. The device is accompanied by a 100% Milka x Oreo display bringing together Oreo Rabbits, Oreo candy, and Oreo Shell Eggs.
Fun innovation to recruit
Another notable novelty : a Milka egg filled with Mini Eggs, driven by the dynamic concept “It’s going to shake !!! » A fun and differentiating product in an ideal format to offer. A fun proposition in a traditional segment.
Seduce adults : a value lever
If Milka remains the engine in volume, Mondelēz relies on two other strategic brands to support value. With its premium capital and quality image, Côte d’Or targets consumers over 50.
The Mini Bouchées Pralinées with milk reference enriches the offer with a format suitable for sharing and tasting.
Toblerone’s own dynamics
The iconic Toblerone brand, as for her, continues its momentum among young adults. It is dressed in Easter colors to add to the seasonal basket and reinforce its attractiveness during this high point..
