Chocolate eggs are extremely popular. More than 100 million are sold annually at Dutch retailer Jumbo. As chocolate lovers are increasingly looking for variety and surprising flavors, Jumbo is introducing five completely new private brand Easter eggs this year. The new flavors are white stracciatella, white raspberry, milk peanut butter, milk nougat and pure brownie. The twelve existing variants have been further improved. In total Jumbo now has 17 different Easter eggs in the assortment in all chocolate varieties and with a diverse range of filling.

Jumbo tested the chocolate eggs tested by a panel of Jumbo customers. Under the guidance of Rutger, known from Heel Holland Bakt, customers were allowed to taste all 17 flavors of eggs in the Jumbo Testlab. To experience the flavors the best, Rutger advised the taste panel to build up the intensity of the flavors by starting with the white eggs and ending with pure. Based on this tasting, the flavors Peanut Butter and Crème Brûlée proved to be the favorites of the panel. “You even taste the crackle of the sugar layer”, according to an enthusiastic customer. White chocolate always scores well with Easter eggs and lovers of dark chocolate opt for an ever heavier pure taste: extra pure 72% cocoa.

But in the end, it’s about what’s under the foil. This year even more steps have been taken: the Easter eggs are made from even better chocolate with the most delicious fillings. Known flavors such as caramel sea salt and praliné, have been supplemented with new exciting flavors. The color coding on the packaging has also been adjusted: red for pure, blue for milk and white for white chocolate.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.