Eggs-traordinary NPD: Playful chocolate proliferates while lemon provides zesty alternative

10 Apr 2020 --- While this Easter will be quite unlike those of previous years for most people, NPD has been hopping with tasty treats that can offer some sweet reprieve. Chocolate remains a primary focus, with multiple brands innovating multi-layered creations. Meanwhile, lemon also emerges as a bright, zesty alternative, and hot cross buns are available in a dizzying number of varieties.

For three-times as much fun, luxury Italian chocolatier La Molina has nestled a blonde Oro egg swirled with caramel within a creamy milk shell, housed within an outer shell of bitter-sweet dark chocolate. Customers on more of a budget can also turn to UK supermarket chain Tesco. Its Pearl Egg – part of the Finest range – involves a caramel flavored Belgian chocolate egg cocooned within two indulgent half shells. The middle shell is white chocolate with freeze-dried raspberry inclusions, while the outermost layer is dark chocolate.

Click to EnlargeLa Molina's egg is part of a broader layered trend. (Source: Selfridges) Netherlands-based ethical chocolate brand Tony’s Chocolonely is offering a broad choice of eggs, including in milk, dark and white varieties. People who can’t face choosing just one flavor can snap up a cardboard eggbox of 12 mini eggs in ten different varieties, including dark almond sea salt, milk caramel sea salt, milk hazelnut and dark milk pretzel toffee.

Meanwhile, Mondelēz has pulled out the stops on its chocolate eggs across brands. Cadbury is offering a Darkmilk Easter egg, which offers a halfway point between rich dark and smooth milk recipes. The new variety was first released in Australia in 2017, followed by Europe in the autumn of 2018. The introduction of Cadbury Darkmilk in the UK with 40 percent cocoa and 14 percent milk was positioned as having “a more grown-up taste.” Meanwhile, Bournville is also offering a dark chocolate Easter egg with orange flavoring.

Upmarket UK grocery chain Waitrose is using the art of illusion as a playful theme for this year’s Easter selection. The range includes chocolate hen’s eggs, which the company says might look like they could be enjoyed on toast. However, on closer inspection, the eggs have been created from white chocolate and house a soft two-tone banoffee center, with layers of banana purée ganache and dark chocolate caramel ganache. Also on offer at Waitrose is the Spring Lemon, featuring zesty lemon flavors fused with smooth and creamy white chocolate for a unique sweet, yet citrusy flavor.

Non-chocolate offerings proliferateClick to EnlargeLemon is a popular flavor, as seen in Waitrose's Spring Lemon.
In a move away from chocolate, US-based marshmallow brand Peeps is launching seven new treats this year. New flavors for the animal-shaped marshmallows include chocolate pudding, root beer float, Froot Loops cereal and hot tamales. Consumers can also get their hands on Peeps-flavored jelly beans, coffee creamer, cereal, cookies and various other confectionary. Even breakfast can now be Peeps-ified, thanks to the pancake and syrup flavored marshmallows. Consumers who wish to take breakfast into their own hands can also use a Peeps pancake mix and skillet set to make their own pancakes.

Mr Kipling, a UK-based cake brand, has brought back familiar Easter favorites, including Egg Fancies. Consumers can bite into the sponge cake to uncover a fondant yolk. Also on offer is a trio of lemon treats including whirls, fancies and bakewells.Click to EnlargePeeps fans are spoiled for choice across meals.

There is also a broad variety of hot cross buns for consumers to choose from, with Tesco alone offering the buns in caramel and chocolate, apple and cinnamon, red berry, and raspberry and white chocolate forms. Meanwhile, Waitrose is offering chocolate and orange, toffee, chocolate and cherry, and earl grey and mandarin flavors.

While many US consumers are looking forward to their traditional Easter hams, extra steps will have to be taken to ensure smooth operations amid the global COVID-19 pandemic. Food retailer The Honey Baked Ham Company is encouraging early shopping to decrease lines the week leading up to Easter Sunday. This includes senior hours, a US$10-off offer for customers willing to purchase their ham earlier and freeze it, online options for home delivery and in-store product pick-up changes.

Edited by Katherine Durrell

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