Kellogg’s Targets Easter Occasion with Limited-Edition 'Mini Eggs' Rice Krispies Squares

Kellogg’s has announced a strategic seasonal extension for its snacking portfolio, unveiling a limited-edition Crushed Mini Eggs & Chocolate variety of its popular Rice Krispies Squares.

Launching in January, the move allows the brand to capitalise on the early Easter retail window, introducing a thematic flavour profile designed to drive impulse purchases and category excitement well ahead of the holiday itself.

Product Architecture and Flavour Profile

The new SKU offers a textural twist on the classic marshmallow-based bar. The formulation combines the traditional Rice Krispies cereal base with a chocolatey syrup, topped with crushed mini eggs and finished with a chocolatey drizzle.

The product is engineered to deliver a "burst of joy" by merging the established Squares format with the specific flavour cues—chocolate and sugar-shell eggs—synonymous with the Easter season.

Strategic Context and Growth

The launch builds on a period of sustained momentum for the Rice Krispies Squares brand, which has reported year-on-year growth in value sales.

Holly Wright, Senior Brand Activation Manager, commented on the innovation strategy:

“Squares fans love discovering new flavours, and this spring we’re thrilled to introduce our very first Easter-inspired Rice Krispies Squares. Featuring the perfect blend of rich chocolate and crunchy crushed mini eggs, this limited-edition treat is set to create excitement in-store.”

Commercial Availability

Kellogg’s has secured a major retail partnership for this launch. The Easter-inspired flavour will be available exclusively in Tesco stores nationwide from January.