Mondelēz International-owned Cadbury Creme Eggs has introduced the brand’s “first-ever” product innovation, Cadbury White Creme Egg.

The launch comes after Cadbury began its annual ‘Hunt the White Creme Egg’ campaign in 2017, which saw a small number of white Creme Eggs distributed across UK retailers. If a consumer found the rare white egg, they could win one of many cash prizes with the maximum prize of £10,000. Now, with the white Creme Egg available for all to purchase, the brand has launched its latest campaign, ‘How Do You Not Eat Yours’, which sees cash prizes being given to consumers who find a half milk chocolate, half white chocolate Cadbury Creme Egg.

Cadbury is also launching Cadbury Dairy Milk Orange Filled bags. This new product blends Cadbury’s classic dairy milk chocolate with real orange oil to create individually wrapped mini chocolate eggs with an orange centre.

The new products will be available in selec retailers nationwide.