Cracking good sales!

With Kantar data demonstrating that Easter chocolate confectionery soared 13% last year with shoppers spending an additional €3.7m year-on-year, the advantages of stocking a comprehensive range of Easter confectionery for every occasion from impulse purchases to luxury gifting is clear, writes Gillian Hamill


Brand Central

22 January 2024

Share this post:



Last year’s sales data demonstrated just how valuable the Easter period is for retailers. According to Kantar’s data for the four weeks to 16 April 2023, with many households catering for Easter Sunday dinner, sales of wine, vegetables, lamb and chilled desserts soared by an additional €3.4m, €5.1m, €1.5m and €1.3m respectively. Irish shoppers indulged during the season as sales of Easter chocolate confectionery soared 13% with shoppers spending an additional €3.7m year-on-year. Sales of own label Easter eggs rose by 28.1% with branded eggs growing at 13.9% year-on-year. However, 93% of all Easter eggs sold were still branded products.

The Easter confectionery category has also seen a huge amount of innovation, as manufacturers increasingly cater for all occasions surrounding the season, from impulse snacking to luxurious gifts for discerning adults. Indeed, Mintel reported last year, that from chocolate bunnies to candy chicks, 2022-2023 was a bumper year for Easter treats. New research from Mintel Global New Products Database (GNPD) published in April 2023, showed launches of new seasonal Easter chocolate products had increased a delicious 19% over the past 12 months*– leaving egg hunters the world over jumping for joy. Meanwhile, innovation for seasonal chocolate** as a whole increased 5% over the same period. Overall, Easter innovation accounts for a sweet 41% of all seasonal chocolate launches.

When it comes to regional launch activity, the UK is officially top of the chocs leading the way in Easter innovation globally. Over the last year*, the UK was responsible for an impressive one in eight (16%) Easter chocolate launches, leaving British chocolate lovers spoilt for choice. In fact, Easter innovation has come on leaps and bounds in the UK, as the number of Easter-specific launches has grown almost 40% over the past two years***. This is good news for Ireland, where many of these innovations are also released.

Social and environmental claims among seasonal chocolate launches also rose between 2022-2023. The importance of social and environmental responsibility in chocolate is confirmed by the fact that, over the last 12 months, nearly three in five (57%) Easter chocolate launches globally carried an environmental/ethical claim up from less than half (48%) the previous year***.

But, while the confectionery industry continues to respond to a number of sustainability issues, consumers are not as enthusiastic about sustainable attributes. In the UK, ethical certification (9%) does not rank highly among chocolate purchase factors compared to other criteria such as a favourite flavour (37%) or interesting texture (16%)****. Meanwhile, a quarter (25%) of UK chocolate lovers would be enticed by recyclable packaging*****.

“While consumers have some concerns about end-stage sustainability — for example recyclable packaging — our research shows they are not as concerned about how the cocoa is produced. Currently, ethical certification is not as important for chocolate buyers as criteria such as a favourite flavour or interesting texture,” said Marcia Mogelonsky, director of insight, Mintel Food and Drink.

*(Source: March 2022-February 2023)
**(Source: Includes Christmas, Easter, Valentine’s Day, Halloween and any “seasonal” label such as “spring” or “autumn”, as well as other holidays, like Ramadan and Chanukah)
***(Source: March 2021-February 2022 v March 2022-February 2023)
****(Source: 1,750 internet users aged 16+ who have bought chocolate in the last three months to May 2021)
*****(Source: 1,784 internet users aged 16+ who have bought chocolate in the last three months June 2022)

Indulgence and delight!

Make your customers smile from ear to ear this Easter with the delightful new Lindt Gold Bunny Salted Caramel, now available in a 100g size. As a fresh addition to the iconic Lindt Gold Bunny range, this new flavour seamlessly aligns with current market trends. Widely accessible in stores nationwide, the Lindt Gold Bunny range not only offers a captivating variety of sizes, formats, and flavours but also continues to expand, firmly establishing itself as the undisputed market leader in Easter novelties*.

To elevate Lindt’s range further, the iconic Gold Bunny is now available in an irresistible 120g tablet of creamy and smooth milk chocolate. This premium choice not only expands the options for Easter treats but also embodies the unique Lindt quality crafted by the Lindt master chocolatiers.

The Lindt Gold Bunny is the perfect Easter gift that brings joy to both kids and adults, becoming a beloved seasonal favourite in Ireland. Supported by a robust marketing campaign, including a heavyweight presence on TV, OLV, and OOH across prime sites in Ireland, as well as captivating in-store displays throughout the Easter season, Lindt ensures that the Gold Bunny remains at the forefront of everyone’s festive celebrations.

No Easter season would be complete without indulging in the tradition of Lindt Lindor shell eggs, a range that is surpassing market growth in Easter egg offerings*. Lindt’s extensive collection of Lindt Lindor shell eggs, available in various sizes and flavours, now includes nine options to ensure there is a taste for everyone, with the new flavour Raspberry & Cream in a 260g size recently introduced.

Make this Easter an unforgettable one with Lindt, where every bite is a moment of indulgence and delight.

*(Source: Nielsen Total Scantrack Excluding Discounter and Dunnes. Total Easter Chocolate 15 weeks ending 09.04.23 vs 17 weeks ending 17.04.22)

 Joyful new Easter collection

Butlers Signature Chocolate Easter Eggs come complete with twist-wrapped chocolates

A visit from the Easter Bunny would not be complete without a delicious tasting, premium Irish-made chocolate Easter egg from Butlers Chocolates – Ireland’s preferred brand of luxury Irish chocolates (Source; Opinions Research 2023). This must-stock premium Easter Chocolate Collection is crafted using only sustainably sourced cocoa and has everything you need to make Easter even sweeter for self-treat and gifting.

Butlers offers a gorgeous spring-inspired set of milk chocolate eggs accompanied by milk chocolate mini bars


Butlers Easter range for 2024 includes a new collection of beautifully designed, Signature Chocolate Easter Eggs with twist-wrapped chocolates in delectable varieties of Honeycomb, Salted Caramel, Dark Salt Caramel, Milk Chocolate and 70% Truffle alongside a gorgeous spring-inspired set of milk chocolate Mini Bar Eggs which are accompanied by milk chocolate mini bars and presented in pastel toned recyclable packaging.

Butlers joyful Easter chocolate collection also features ever popular flame wrapped eggs and must-stock classic boxed eggs, adorable mini filled eggs and chocolate bunny and chick novelties.

For enquiries and orders, email

Elevate your Easter!

The Cleeve’s Easter Egg line-up offers four exciting variants, each adorned in vintage inspired packaging and vibrant foil packaging

Elevate your Easter celebrations with Cleeve’s Irish Confectionery as a new expanded and revamped Easter egg collection is revealed.

In this collection, Cleeve’s introduces an update to the classic Macaroon Easter Egg, featuring a fresh packaging design to compliment the recent rebrand on the range. Last year, the popular Cleeve’s Macaroon Chocolate Bars along with the other variants from the chocolate bar range were given a vibrant brand refresh, injecting a modern twist into the cherished favourites. In addition, the chocolate bars and Easter egg will now proudly feature a minimum of 30% cocoa solids, ensuring a significantly enhanced chocolate tasting experience.

The Cleeve’s Easter Egg line-up now boasts four exciting variants, each adorned in vintage inspired packaging and vibrant foil packaging. Beyond the delicious milk chocolate eggs, each package provides a captivating glimpse into the rich history and heritage that defines Cleeve’s – Ireland’s cherished confectionery legacy. In tribute to the visionary founder, Sir Thomas Henry Cleeve, each Easter Egg proudly incorporates the essence of Irish milk, echoing the historical commitment to excellence that has defined Cleeve’s since its establishment in 1882.

The 2024 collection of Cleeve’s Easter Eggs includes:

  • Cleeve’s Classic Irish Milk Chocolate Easter Egg (RRP €6):

Experience Irish heritage with this mouth-watering milk chocolate egg, expertly crafted from the finest Irish dairy ingredients, and accompanied by the indulgence of Cleeve’s Chocolate Caramels.

  • Cleeve’s Original Iced Caramels Easter Egg (RRP €6):

Embark on a journey of nostalgia and luxury with the Original Iced Caramels Easter Egg, combining Ireland’s cherished retro sweet treats and a luxurious Milk Chocolate Easter Egg.

Specially crafted in Ireland by Cleeve’s Irish Confectionery, Cleeve’s Original Iced Caramels offer a delightful blend of chewy caramels enveloped in a layer of pink and white icing. Distinctive and unparalleled, these Iced Caramels by Cleeve’s continue to be created using the identical recipe and techniques established over 90 years ago.

  • Cleeve’s Macaroon Irish Milk Chocolate Easter Egg (RRP €6):

Indulge in the classic fusion of chocolate and coconut with the Macaroon Delight Easter Egg, made from Irish milk chocolate and exotic Far East coconut. This egg presents the beloved Macaroon Bar in an enticing chocolate egg format, accompanied by a bonus Cleeve’s Macaroon Chocolate Bar, now featuring a fresh and vibrant rebrand.

  • Cleeve’s Popping Candy Milk Chocolate Easter Egg (RRP €4):

A new addition to the range this year, this sensory delight for all ages combines the deliciousness of Irish creamy chocolate with a minimum of 30% cocoa solids, with the thrilling fun of popping candy.

Packaged in vintage style, it promises a burst of joy and excitement. As a bonus, each Popping Candy Milk Chocolate Easter 90g Egg includes a 20g format Popping Candy Chocolate Bar, ensuring the Easter festivities are filled with fun and popping candy magic.

For more information about Cleeve’s Irish Confectionery, visit or social channels on Instagram and Facebook. To place an order, contact your Ampersand representative or call the sales line at 01 4130150.

O’ooh so delicious this Easter!

Shoppers can really indulge their loved ones this Easter with Lily O’Brien’s range of luxurious hand-crafted Easter Eggs, the perfect gift to celebrate with family and friends. Made with love in Ireland using Lily O’Brien’s signature chocolate recipe, this deliciously range is sure to meet shoppers Easter gifting and treating needs.

Lily O’Brien’s products are all made using sustainably sourced cocoa, which aligns with the brands commitment to the highest standards of sustainability and environmental responsibility. All Easter egg boxes are made with FSC certified board, and this year, the Pouch Egg range of 230g eggs has undergone an exciting transformation. providing a greener and more sustainable choice for environmentally conscious shoppers.

Pouch Egg range

Lily O’Brien’s Pouch Egg range removes the need for the plastic egg cavity used in packaging

Following extensive R&D, the team at Lily O’Brien’s have developed a packaging solution to remove the plastic egg cavity from the Pouch Egg range. The box carton is also 100% recyclable and is sporting an impactful new design that is guaranteed to catch customers’ attention on shelf in-store. This range is sure to be a popular choice for shoppers seeking a more sustainable gifting option this Easter.

Engage your shoppers on a journey of discovery with an array of four different options to choose from – Crispy Hearts, Sticky Toffee, Mallow and Cookies and Zesty Orange. Each delicious Milk chocolate egg comes complete with individually wrapped chocolates for an extra touch of indulgence.

Truffles Eggs

Lily O’Brien’s Truffles Eggs are available in the most popular Truffles recipes: Salted Caramel and Milk Chocolate

Truffle fans rejoice! New for Easter and following on from the successful launch of the Truffles boxed chocolate range, Lily O’Brien’s is delighted to introduce the latest addition to the range with two new Truffles Eggs. Available in the most popular Truffles recipes: Salted Caramel and Milk Chocolate, these delicious new products are guaranteed to delight this Easter. Each large Milk Chocolate Egg is accompanied by signature Lily O’Brien’s twist wrapped truffles. O’ooh so delicious and the perfect gift for all the truffles lovers out there!

 Large Luxury Eggs

Each hand-crafted Lily O’Brien’s Large Luxury Egg is complimented with a generous selection of mouth-wateringly delicious chocolates 

Luxurious and moreish, and back by popular demand this much-loved range of five large Easter Eggs includes the decadently delicious Desserts Collection Egg, along with the signature Lily O’Brien’s Sticky Toffee, Crispy Honeycomb Heart, Milk Chocolate Caramel and Mega Milk eggs. Each deliciously hand-crafted milk chocolate egg is complimented with a generous selection of mouth-wateringly delicious chocolates, now all that is left is to enjoy!

Easter Gift Bag

For a gift to really impress this year, the Lily O’Brien’s Easter gift bag is the perfect choice. Packed with luxury, it features a delicious hand-crafted Lily O’Brien’s Milk Chocolate Egg with honeycomb crispy heart chocolates, the beautifully gift wrapped Ultimate Chocolate Collection and two Lily O’Brien’s share bags tastefully presented in a stylish gift bag. It is the perfect treat to delight every chocolate lover this Eastertime.

Lily O’Brien’s offers five large eggs including the decadently delicious Desserts Collection Egg

Luxury boxed chocolates

For shoppers looking for an alternative Easter gifting option, Lily O’Brien’s luxury boxed chocolate range provides the perfect gifting solution. From the best loved Dessert’s Collection to the Ultimate Chocolate Collection, or the Truffles range, Lily O’Brien’s range of boxed chocolates offers retailers a selection that will appeal to all your shoppers gifting and treating needs this Easter.

All Lily O’Brien’s Easter Eggs and boxed chocolates are carefully created and thoughtfully designed in County Kildare and are available to order through Tennant & Ruttle, contact your sales representative for more information (

Premium hand-finished options

The Baileys Strawberries & Cream Chocolate Egg combines a creamy white chocolate shell with dried strawberry pieces and four milk chocolate hearts

For Easter 2024, legendary Irish chocolatier Lir is returning to shelves with its delicious range of premium hand-finished Easter eggs, bringing back some favourites and delicious new variants too.

Designed by Lir’s talented chocolatiers in Navan, Co. Meath, the delicious chocolate egg creations are housed in gorgeous packaging which is 99% plastic free and fully sustainable. This year, Lir Chocolates Easter Egg collection includes four delectable and eye-catching varieties.

New to the Lir range this year is the Milk, Dark and Blonde Chocolate Marble Egg (303g) with Blonde Chocolate Caramels, sumptuously rich, Italian blonde chocolate encasing a luscious, caramel centre flavoured with subtle notes of sea salt and Madagascan vanilla.

Returning to the much-loved range this year is the Lir Milk Chocolate Egg with Salted Caramel Truffles, (204g), a favourite for all chocolate lovers every year. A silky Belgian milk chocolate, hand decorated egg, with Lir’s classic cocoa dusted salted caramel truffles. The range also includes dark chocolate and white chocolate versions of this hugely popular Easter Egg.

Baileys Chocolate fans will be thrilled with the return of the gorgeous Baileys Original Chocolate Easter Egg (225g). Combining a delicious milk chocolate egg flavoured with a hint of Baileys Original Irish Cream liqueur and including eight of Baileys Chocolate much loved and popular original twist wrap truffles, it’s one that will delight lovers of the world’s most popular cream liqueur this Easter.

This innovative egg is placed in a striking carton with no plastic fitments as Baileys Chocolate continue their journey towards reducing plastic in their packaging and providing more sustainable products for consumers to shop.

Giving you a choco-lot of options, the Baileys Chocolate Original Easter Egg will be on shelves this spring, joining the delicious Baileys Strawberry & Cream Egg (225g) and the Baileys Salted Caramel Egg (225g).

The Baileys Strawberries & Cream Chocolate Egg combines a creamy white chocolate shell complete with a fruity explosion of dried strawberry pieces and is presented with four luscious milk chocolate hearts, each filled with a dreamy truffle filling that perfectly blends the fresh, sumptuous taste of strawberries and creamy vanilla, together with the luxurious taste of Baileys.

The Baileys Salted Caramel Egg which combines a silky, milk chocolate shell speckled with crunchy salted caramel pieces throughout.  This gorgeous egg is presented with six irresistible gold-shimmer chocolates; a crisp milk chocolate exterior filled with an oozing salted caramel centre.

Orfhlaith Nagle, brand manager, Lir Chocolates and Baileys Chocolates said:

“This year we’ve taken inspiration from our customers and returned to shelves with the Easter egg varieties we know they love so much. Our Lir range speaks for itself, a premium chocolate egg, alongside our famed salted caramel truffles, packaged up and beautifully presented, they are really stand out and eye-catching eggs and a gorgeous treat for true chocolate lovers.

“With the Baileys Chocolate Easter Egg range, we’re delighted to offer a more sustainable option, reducing our plastic packaging. Of course, most importantly our customers love the combination of premium chocolate with the taste of the world’s most popular cream liqueur – a match made in heaven!”

Impressive portfolio for all ages

Shelton will celebrate its 50th anniversary in October 2024, and there will be many promotional activities and NPD launches throughout 2024 to say a huge thank you to its loyal customers and friends for their wonderful support over many years.

New for Easter 2024 is the Ovidias range of Belgian premium chocolates and mini-eggs. All Ovidias products are individually hermetically sealed, eliminating moisture and air intrusion to maintain the highest eating quality. Available in unique aluminium cans and impressive gift-wrapped boxes at competitive RRPs ranging from €3.95 to €8.95, the Ovidias range offers special products appealing to consumers looking for premium quality products in unique packaging at affordable prices.

Zaini launches its complete Easter Egg Hunt pack with 12 hollow eggs, and six x cardboard signs to help create a wonderful interactive experience for the family – all for €8.95. Zaini is famous for producing their wide selection of licensed chocolates including Paw Patrol, Cocomelon, LOL Surprise, Marvel Avengers, Hello Kitty and many more. Shelton offers individual and multi-pack Zaini Surprise Eggs, traditional Egg Cartons, Ceramic Mugs and Hanging Bags. Prices range from €1.40 to €8.95.

Zaini also produces the fashionable Cioccolato Milano brand of premium chocolates – a leading brand in one of Europe’s fashion capitals. Shelton offers packs of foil-wrapped mini-eggs featuring Italian Gianduja and soft caramel centres.

Belfine manufactures a range of chocolate lollipops which are considered by many to be the very best in the world. Belfine only uses ethically sourced ingredients and has a strict ESG and FairTrade programme. Check out the Belfine Betty Lamb and Easter Chick lollipops where this quality approach is evident, and are recommended to retail at €2.50.

Decorated Easter chocolate hollow figures from Hamlet come in single shelf-ready displays, and are individually wrapped. With a €2 RRP, these are a wonderful impulse purchase. The hollow chocolate figures are also available in a three x pack gift box, and offer a wonderful gifting alternative to a standard boxed chocolate egg.

All items above are available nationwide – for more information, contact your local Shelton salesperson, or alternatively contact Shelton at









Share this post:

Back to Top ↑

Shelflife Magazine