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For the market leader in Easter sales, Cadbury, preparation for the period takes almost a year.
"We've produced around 40 million individual eggs and bunnies for New Zealand [this Easter]," said Mondelez NZ country head James Kane. "Because it's such a big event, it's all planned and effectively pre-ordered a long way in advance," he said.
"We have to manufacture such a lot of volume for a short period of time so it's manufactured over an almost 12-month period and it's a bit of a white-knuckle ride because it's only at the end of Easter that you can assess how much was sold and if it was a success or not."
Kane said it was a balancing act between producing enough chocolate so individual items didn't sell out and customers weren't disappointed, but not so much that there was an oversupply left after Easter.
New Zealand's chocolate market, worth $431.7 million last year, has been growing steadily over the years, with Easter eggs alone worth $31.4 million last year, according to Nielsen.