Who won Easter 2024, and what it says about the future of supermarket retail

Aldi tapped into demand for hot-cross buns with seven different styles. Supplied
Traditionally, the main battleground of the Easter trading period is in supermarkets and, of course, confectionery. In that department, this year, Cadbury dominated visibility, doing an exceptional job getting stock on the floor and demonstrating, in the process, why visibility should be the number one goal for brands looking to succeed in retail. Nestle came a competitive second. I’d say Lindt was third and Mars was blown away. It’s fair to say Cadbury is doing a lot right in the confection

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