Easter Candy Filling This Year’s Baskets

Easter is just a hop around the corner and consumer spending is expected to reach a total of $22.4 billion this Easter, according to the annual survey released this month by the National Retail Federation and Prosper Insights & Analytics.

A majority of Americans (81%) plan to celebrate the holiday in 2024, the same as last year. They plan to spend an average of $177.06 per person, the third highest per-person spend in the survey’s history, after $192.01 last year and $179.70 in 2021, NRF reported.   

And when it comes to Easter treats, candy companies are continuing to roll out their seasonal treats.

More than eight out of 10 Americans celebrate Easter and last year’s confectionery sales generated $5.4 billion in sales in 2023, according to the 2024 State of Treating Report from the Washington, D.C.-based National Confectioners Association (NCA). This represents a jump of 9.4% over 2022, with 64% of total confectionery sales taking place during the holiday seasons, the report said.

“The Easter season signals the start of spring—and is a perfect showcase of the continued excitement consumers have for incorporating chocolate and candy into their special occasions,” John Downs, president and CEO of the NCA, said in a statement. “No matter what treats they prefer, Americans can agree that every celebration is sweeter with chocolate and candy.”

Click ahead for Easter treats from four candy brands …

Peeps Brand, a Just Born Quality Confections brand based in Bethlehem, Pennsylvania, has a new lineup that Peeps Rice Krispies Treats Flavored Marshmallow Chicks (available only at Walmart) and Peeps Icee Blue Raspberry Flavored Marshmallow Chicks (available only at Target). Other new items this year include Peeps Sour Strawberry Flavored Marshmallow Chicks (available only at Kroger Family of Stores), and Peeps Delight S'mores Graham Cracker Flavored Marshmallow Chicks Dipped in Milk Chocolate (available nationwide).

“Having been a cherished part of family traditions and festivities for over seven decades, the Peeps Brand is so excited to help families create even more moments of sweetness with the launch of our 2024 Easter Marshmallow offerings,” said Caitlin Servian, brand manager for Peeps.

For Easter this year, Hershey is introducing Reese's Peanut Butter Mini Eggs Unwrapped, a poppable treat that combines innovation and tradition of the Easter season.

“Hershey takes pride in being the leader of the Easter season, consistently delivering innovative and delightful treats that become an integral part of cherished traditions,” said Heather Seamans, manager spring and innovation strategy at at The Hershey Co., in a statement.. “Reese's Peanut Butter Mini Eggs Unwrapped, along with our other Easter products, showcase our commitment to creating moments of joy and togetherness during this special time of the year.”

Other new products this year include:

• Cadbury Caramello Miniatures (7.6-ounce bags): Snack-sized and individually wrapped in a seasonal graphic.
• Kit Kat Lemon Crisp Flavored bar (1.5-ounce bar): The bar is a new offering from Hershey and is also available as a 6-pack. 
• Hershey's Cookies 'N' Creme Polka Dot Bunnies: Includes a white creme exterior with pastel blue, pink, and purple cookie bits on the inside. Available as a 6-pack of 1.2-ounce bars.
• Chocolate & Sweets Easter Assortment: Following the partnership with Haribo in the Halloween season, Haribo Goldbears  gummies are a mix of chocolate and gummies.

Hi-Chew's newest seasonal product, the Hi-Chew Bites Easter Eggs, features a plastic colorful egg that has two bags of three brand favorite flavors: Mango, Green Apple and Strawberry. 

“From baskets full of delicious treats to Easter egg hunts that keep kids engaged, the Easter holiday is all about joy and spending time with loved ones,” said Teruhiro Kawabe, chief representative for the USA, president, and CEO of Morinaga America Inc. “Our new 'Save a (Chocolate) Bunny, Eat Hi-Chew' campaign is intended to encourage even more family fun this season, by giving consumers and brand fans a unique way to engage with Hi-Chew and our exciting new product offerings.”

Brach’s, a Ferrara brand based in Chicago, is introducing new, limited-time Easter Brunch Jelly Beans. The jellybeans come in six flavors: blueberry maple pancake, chocolate glazed doughnut, mimosa, caramel cold brew, cinnamon roll and berry smoothie.

Brach's Springtime Soft Jellies is also new to the company's candy portfolio. Brach's Springtime Soft Jellies are available in five flavors: blue raspberry, fruit punch, watermelon, green apple and lemonade. The two-bite, soft jelly candies come in seasonal shapes, including a flower, Easter egg, duck and bunny.

“For more than a century, Brach's Jelly Beans have been fostering sweet, springtime connections across generations, and there's no better way to celebrate the season than with our new Brach's Easter Brunch Jelly Beans,” said Lauren Pezza, director of Brach’s and seasonal marketing at Ferrara Candy Co.

Mars has a new addition to its Easter candy lineup this year. M&M’s Easter Sundae captures the essence of a real ice cream sundae, blending white chocolate M&M’s with the flavors of vanilla ice cream and cherry, finished with a dark chocolate fudge coating.

“The start of spring and Easter is a special time for people to come together with friends and family, and our iconic portfolio of Mars brands plays a special part in that celebration,” said Tim LeBel, president of sales at Mars Wrigley North America, Newark, New Jersey. “Along with our classic Easter offerings from M&M'S and Dove, we've seen a growth in fruity consumption during the season and we're thrilled to have a variety of on-trend offerings from our beloved Starburst Jellybeans to fruity favorites like Skittles and Life Savers Gummies in our variety bags.”