The White House’s famous Easter Egg Roll teamed up with the National Confectioners Association (NCA) to provide chocolate and candy at the event, reinforcing the role of seasonal confectionery in American culture.
Spring and Easter 2025 celebrations – one of the big four confectionery seasons – saw an unexpected demographic showing its support for the industry: the US government. The partnership between the NCA and the White House brought added visibility to major chocolate and candy brands, showcasing them during one of the most iconic national holiday events.
Top candy brands featured in Washington event
The NCA collaborated with the White House on the 2025 Easter Egg Roll, part of the America 250 initiative leading up to the country’s 250th anniversary. This immersive experience highlighted the importance of chocolate and candy in holiday traditions.
A special Easter Candy Distribution section featured household favourites like:
- Welch’s Fruit Snacks
- Haribo Happy Chicks
- Nerds Gummy Clusters
- Airheads Blue Raspberry Bars
- Dum-Dums Bunny Pops
“The inclusion of chocolate and candy in this year’s Easter Egg Roll proves what we know: chocolate and candy have the ability to enhance holiday celebrations of all kinds – whether in your backyard or on the South Lawn of the White House,” said an NCA spokesperson.
Easter 2025: A pivotal moment for US confectionery sales
While we wait for this year’s sales figures, Easter 2024 candy sales reached $5.39bn (€4.8bn) according to the NCA’s State of Treating survey. With nearly two-thirds (62%) of annual confectionery sales tied to Easter, Halloween, Valentine’s Day, and Christmas, the spring season continues to offer prime opportunities for brand engagement and consumer loyalty.
US consumers enjoy chocolate and candy 2–3 times per week, averaging 40 calories and about one teaspoon of added sugar per day. This cultural affinity toward candy sets Easter apart as a unique moment for seasonal marketing.
How rising cocoa prices may curb innovation in 2025
While Easter has traditionally driven innovation in chocolate formats, 2025 may see a slowdown. Ongoing cocoa shortages and price surges are causing pressure across the confectionery sector. According to Mintel data:
- UK led innovation in 2023 with 16% of new launches
- France and Germany followed with 9% and 8%, respectively
- Brazil matched Germany at 8%
- The US accounted for 6% of new Easter chocolate products
With cocoa prices hitting record highs, confectioners face tough decisions between value and innovation.
Why seasonal treating still matters to American consumers
Nonetheless, Easter is an opportunity not to be missed. “The Easter season is a great reminder that chocolate and candy are different from other foods,” says Downs. “Confectionery products play a unique role in making seasons, special occasions, and family traditions sweeter.”
Whether gifting Easter baskets, participating in egg hunts, or enjoying a seasonal treat, US consumers view chocolate and candy as more than just food – they’re symbols of celebration.
What is the White House Easter Egg Roll?
The White House Easter Egg Roll is a long-standing American tradition that dates back to 1878. Held every Easter Monday on the South Lawn, the event features games, storytelling, and the iconic egg-rolling race for children. Families from across the country enter a public lottery for a chance to attend. In recent years, the event has evolved to include musical performances, educational activities - and now, chocolate partnerships.
