Cadbury Screme Egg

Why It Mattered

Screme Egg took a sweet associated with Easter into the Halloween season, expanding from a single egg to Minis for sharing and trick-or-treating.

Outdoor advertising built around eggs spilling green goo supported the seasonal range. Kraft reported it as the top-selling Halloween product in 2011, and UK trade coverage still described it as a leading seasonal line in 2015.

UK Release Sequence

• The earliest documented UK sale was an Asda-exclusive Halloween trial in October 2010, not a nationwide launch.
• A six-week wider limited edition followed in 2011, including the product’s documented convenience-sector debut.
• The original Screme Egg was promoted through the 2015 season; trade coverage reported in 2016 that Cadbury Ghooost Egg was replacing it, without establishing an exact final sale date.

Formats, Colour and Prices

• Kraft intensified the centre’s green colour in 2012 and introduced individually wrapped Minis in a 150g sharing bag.
• The individual egg was reported at 55p in 2011 and listed at 50p by Asda in 2014; these were release-specific prices.
• The 150g Screme Egg Minis sharing bag carried a recommended price of £1.95 in 2012.
• Contemporary reviewers consistently described the flavour as the same as a regular Creme Egg rather than a new green-flavoured filling.

Campaign and Product Extensions

• The 2011 campaign was scheduled to begin on 17 October across outdoor advertising, public relations, digital activity and in-store material.
• Outdoor executions were planned for Glasgow, Manchester, Liverpool and Birmingham; Fallon, PrettyGreen, CMW and PHD were collectively named as campaign agencies.
• Kraft reported that Screme Egg added £1.5 million and became the top-selling Halloween product in 2011; the available record does not independently audit that claim.
• For Halloween 2016, Cadbury Ghooost Egg replaced the original Screme Egg. Ghooost Egg had a white fondant centre, while 50 hidden eggs contained a yolk and winning coupon, with each offering a family ticket to Alton Towers Scarefest.

▶️ Watch Related Video - 2011 “Iron Maiden” Screme Egg advert

Region

United Kingdom

Associated With

Cadbury - product brand; Kraft Foods - 2011 marketer; Mondelez International - later marketer

Defining Feature

Familiar Creme Egg taste with a vivid green yolk-like fondant centre and Halloween packaging

Status

Discontinued - promoted in 2015; replacement reported in 2016

Primary Records

• Cadbury’s Screme Egg (Asda) — 2010 Product Review and Photographs
• Cadbury Screme Egg Minis — 2012 Product Review and Photographs
• Cadbury’s Screme Egg — “Iron Maiden” 2011 UK Television Advert
• Back-to-front Cadbury Screme Egg — Broad Street Advertisement Photograph

Image Sources

• Image 1 — still from the 2011 UK “Iron Maiden” Screme Egg advert.
• Image 2
• Image 3
• Image 4

Rights Notice

Images are included for historical and archival reference.

Rights holders may contact Forgotten Archive through the publishing account to request a credit correction or removal.

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