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Terry’s Chocolate is expanding its Easter range with a new premium shell egg as it looks to translate its long-standing Christmas dominance into sustained seasonal growth in the UK chocolate market.

The brand, owned by France’s Carambar & Co, will launch its first-ever Chocolate Orange Marble Egg for Easter 2026, a 425g thick-shell egg featuring marbled chocolate-orange swirls and a full Terry’s Chocolate Orange inside.

The product will retail at £14 and is aimed squarely at the gifting segment, where manufacturers are seeking higher value growth amid softening volumes.

The launch comes after a strong Easter 2025 performance for Terry’s, with value sales up 28.5%, more than four times the growth rate of the wider Easter chocolate category, according to Kantar data cited by the company.

For retailers and suppliers, the new marble egg reflects a broader strategy of 'affordable premiumisation' as confectionery brands look to protect margins while appealing to cost-conscious consumers trading up selectively for seasonal occasions.

The innovation plays directly into the giant shell egg segment, which continues to grow despite pressure on discretionary spending.

Alongside the new marble egg, Terry’s is bringing back its Chocolate Orange Cream Filled Egg, which sold out ahead of Easter last year after gaining traction on TikTok. The 34g filled egg will be supported for the first time by a multipack format, targeting the filled egg segment, the second-largest category within Easter confectionery.

Filled eggs remain one of the fastest-moving Easter formats due to their lower price points and impulse appeal, making them strategically important for driving penetration and repeat purchase, particularly among younger shoppers.

Terry’s will also reintroduce a range of established Easter SKUs, including its Exploding Candy Egg, shell eggs with mini eggs, and extra-large mint and orange shell eggs.

The XL shell egg format, including a Tesco-exclusive line, helped Terry’s grow shell egg sales more than five times faster than the wider market last year, the company said.

Mini eggs and Easter tablets will also return as Terry’s seeks to build scale across multiple Easter price tiers, from impulse to gifting.