Egg-celent NPD: Consumers look for ethical choices this Easter

02 Apr 2021 --- Easter represents a major opportunity for the F&B industry to introduce some of its most creative spring-themed offerings, both in terms of taste and appearance. 

This year, greater awareness on issues from sourcing to health are coming to the fore, pushing NPD to become more enlightened than ever before, while still maintaining the sense of fun consumers crave.

FoodIngredientsFirst takes a closer look at this Easter’s trending themes, including marshmallow beverage NPD and a focus on more considered choices.

“Throughout the past year, US Americans have looked to chocolate and candy at the holiday for a small sense of normalcy in a challenging time,” says John Downs, National Confectioners Association (NCA)’s president and CEO. 

“Most consumers believe that physical wellness and emotional well-being are connected and that enjoying the occasional treat can bring some comfort during the pandemic – especially at holidays like Easter,” he adds. 

Michael Webster, managing director of Friars, notes that the UK-based chocolate company is busier this Easter than last. “In 2020, we were busy making changes to operate safely, so we were operating on a reduced scale. Additionally, people are happier to spend a bit more on a quality product to treat people.”

Friars has recently teamed up with Made Smarter, an industrial digitalization movement, to automate its manufacturing process. The investment will enable Friars to increase its output from 30 kg per day to 250 kg, with significant scope to scale up production.NCA data reveals that chocolate and candy is popular during Easter.

Sweet tastes abound
Most Easter NPD focuses around confectionery. Innova Market Insights reports that the category took an 87 percent market share of new F&B launches with an easter positioning in 2020, followed by Bakery with 10 percent. 

Milk chocolate (83 percent) leads in new confectionery launches with an Easter positioning, followed by white chocolate (17 percent) and dark chocolate (16 percent).

NCA also states that almost half of US consumers identify chocolate eggs or bunnies as their favorite Easter treats, with just 19 percent preferring jelly beans. 

Why chocolate eggs?
According to Sian Baker, head of well-being services and registered nutritional therapist at Check My Body Health, the link between chocolate and Easter can be traced back to the Christian church’s Easter traditions.

“Eggs have often been used as a symbol of life, renewal, rebirth and spring. As a result of this, they were adopted by early Christians as a symbol of the resurrection of Jesus Christ. In this context, the hard eggshell represents the tomb in which Jesus was buried, while the emergence of chicks breaking through the shell represents Jesus conquering death,” she details.

Over time, this tradition turned into chocolate Easter eggs, which Baker describes as a fun, family-friendly twist on the religious ritual.

A more enlightened purchase
As UK consumers reach for sweet treats, Check My Body Health has released a study revealing the chocolate varieties with the most E numbers. Revels top the list with 12, closely followed by Peanut M&Ms, Cadbury Heroes, Cadbury Roses and Cadbury Boost.

Baker recommends that consumers use E numbers and the length of the ingredients list to assess how unhealthy (or healthy) a product may be.

“We all love a chocolate treat every now and again, which isn’t a problem at all, but chocolate often forms too large a part of a diet or is just part of the picture in a whole diet that is lacking in quality nutrition,” she warns. 

In addition to seeking out clean label indulgence, today’s consumers are also likely to be looking for various ethical positionings. 

Innova Market Insights reports that despite still being niche, vegan (+71 percent) and palm oil-free (3x increase) claims are emerging in new F&B launches with an Easter positioning (2020 versus 2019, Global).

Environmentally-friendly packaging is also on the rise, with Aldi, Waitrose and Mondelēz all scrapping plastic from their Easter packaging this year.Check My Body Health recommends that consumers use E numbers and the length of the ingredients list to assess how unhealthy a product may be.

“Every bunny counts”
It is also important that the joy around chocolate is not at the expense of other people’s livelihoods. Isabel Guenther, a professor of Developmental Economics at ETH Zurich in Switzerland, is urging consumers to pay more attention to the origin of their chocolate this year. 

She acknowledges that only purchasing ethically traded chocolate is a small step, but one that consumers can take to help combat the poverty many cacao farmers face. 

“We’re easily distracted when buying – by the packaging, for instance. Consumers seldom consciously decide between conventionally traded chocolate and the somewhat more expensive but fairly traded chocolate,” she explains.

When consumers are standing in front of the supermarket shelf, their good intentions get quickly forgotten, and they simply reach for the cheaper (and better-known) chocolate, Guenther adds. Peeps has partnered with Pepsi on marshmallow-flavored cola.

NPD highlights
Marshmallow brand Peeps has unleashed a host of Easter NPD for US consumers. In drinkable offerings, it has partnered with Pepsi for a limited-edition cola. Consumers looking for a warmer sip can turn to 7-Eleven, which is now offering Peeps marshmallow-flavored lattes. 

Creative consumers can also build and decorate their own Peeps-branded cookie coop, featuring sugar cookies with a “link and lock” design. 

Meanwhile, Ferrara is rolling out seasonal candy and cookie treats ready to be featured in virtual egg hunts and creative activities celebrating the season. Among its seven seasonal additions are Brach’s Rainbow Sparkle Jelly Bird Eggs and Easter Nerds Treat Size Ropes. 

Across the Atlantic, M&S released Hot Cross Yumnuts – a hybrid between a doughnut and a yum yum. The laminated pastry emulates hot cross buns with a mixed spice fondant with a white cross and chocolate chips to finish. 

According to Innova Market Insights, 55 percent of new F&B launches in 2020 with an Easter positioning also featured a children positioning.

However, Wine Country Gift Baskets is emphasizing that Easter treats can also target adults. Its themed baskets include California’s Callister Cellars rich and fruity cabernet sauvignon or chardonnay with ripe pear and tangerine aromas followed by bright lemon candy and vanilla flavors.

By Katherine Durrell