Easter candy as we know it is a product of industrial-age confectionery. Before the 20th century, molded chocolate bunnies, candy-coated eggs and marshmallow chicks simply didn’t exist. Manufacturing advances made it possible to produce novelty shapes in chocolate and sugar at scale, and the timing couldn’t have been better.
Easter traditionally marks the end of Lent — a season when many observers give up sweets — so the post-Lent appetite for candy was built right in. Brands recognized the opportunity, and the Easter basket became a commercial institution.
By mid-century, a handful of candy makers had claimed the holiday as their own. Brach’s was a dominant force through the ’70s, marketing itself as “America’s No. 1 Easter Bunny” and filling stores with chocolate-covered marshmallow eggs, buttercream eggs and jelly bird eggs in every flavor.
Their ads pushed hard on the idea of abundance: “mountains of luscious candies.” Meanwhile, Hershey’s was encouraging parents to get creative with Kisses — one 1976 ad offered step-by-step instructions for building an Easter bunny basket out of a coffee can, foil and Kisses used as eyes, nose and decoration.
The ’80s and ’90s brought the big brands fully into Easter territory. M&M’s ran seasonal pastel varieties and pitched them directly to kids with the tagline “Thanks, Easter Bunny!” Mars pushed Milky Way, Snickers and 3 Musketeers into baskets with the line “Break the habit, rabbit.” Cadbury Mini Eggs arrived in 1988 with the tagline “Nobunny knows Easter better than Cadbury” — a pun so committed it still shows up on packaging today.
By 1991, Toys ‘R’ Us circular ads were featuring Whoppers Robin Eggs, Reese’s peanut butter eggs, Skittles and Cadbury Creme Eggs side by side, treating Easter candy as its own full product category.
Today, Easter candy sales in the US rank second only to Halloween — a position built one foil-wrapped egg at a time.
Below, we’ve pulled together a collection of vintage Easter candy ads and photos from the 1970s, 1980s and 1990s that show just how these seasonal treats were marketed — and how much has (and hasn’t) changed since then. Scroll on to see some of the classics.
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Vintage Brach’s Baskets of Easter joy (1971)
Easter is a happier day when the kids get Brach’s Baskets! We put in mountains of luscious candies. Toys too. But we leave the joy of giving to you!
Brach’s is America’s No. 1 Easter Bunny (1971)
It’s true! Brach’s Easter Candies are delivered by more bunnies and enjoyed by more kids than any other kind. Fresh, unbeatable taste. Join the happy crowd!
Vintage jelly beans in Easter tins – Fundraiser (1970s)
Retro Brach’s Easter Eggs candy (1971)
Kids are wild about Brach’s luscious eggs! The variety. The richer tastes. Real chocolate. Marshmallow. Cremes. Jellies. Be a good egg, mom — hide Brach’s.
Real chocolate from Brach’s for Easter (1971)
We make our own! Not one, but five fresh, delicious blends! Cherry, Chocolate Buttercreme, Fruit and Nut, Maple, Coconut, and Vanilla.
Then we lavish the right chocolate on each candy center for tastes every youngster loves best!
Mars M&M’s Easter candies and terrarium (1974)
What a surprise! Watch your kids’ faces light up when they find these M&M’s/ Mars Fun Size candies in their Easter baskets this year.
All the good taste of regular size M&M’s / Mars candies and just the right size for an Easter Egg Hunt.
Terrarium offer: Start an indoor garden with this stylish 12″ high, egg-shaped terrarium. Heavy duty plastic. Easy-to-remove dome….
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Hershey’s Easter Bunny Basket: You make it with love and Hershey’s Kisses(1976)
Easter craft how to: Wrap aluminum foil around a one-pound coffee can. Use cotton balls for cheeks. And colored paper to cut out whiskers, ears and bow.
Glue* on one Kiss to make a nose. Another Kiss, cut in half, for the eyes. Surround face with Kisses in silver foil. Cover rest of can with Hershey’s pretty pastel Easter Kisses.
Now you’ve got an original Hershey’s Easter Bunny basket. And don’t forget to fill it with lots of delicious Kisses. That way, the whole family will enjoy that real Hershey’s milk chocolate.
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Thanks, Easter Bunny! Vintage M&M’s Easter ad (1978)
It’s no wonder kids beam when they find M&M’s candies in their Easter baskets.
They’re bright and colorful. Made with real milk chocolate and crunchy roasted peanuts. Fun to eat. And fun to make special holiday treats and decorations with.
M&M’s Plain and Peanut Chocolate candies; The milk chocolate that melts in your mouth — not in your hand.
Editor’s note: Now, in the 21st century, you can make your own custom m&ms in dozens of colors, and even get them printed with a photo or message. Find out more here!
Hershey’s Chocolate Eggs: Candy coated milk chocolate (1978)
More Brach’s Easter candies and chocolate eggs from the 70s
Chocolate-covered marshmallow eggs, chocolate buttercream egg — plus more chocolate creme eggs: maple, fruit nut, coconut, cherry & vanilla flavors
MORE: 1970s candy: Remember these deliciously unforgettable sweets?
M&M’s chocolate candies for Easter (1984)
Thanks, Easter Bunny! Plain & peanut varieties
Hershey’s and Reese’s Easter candy basket (1985)
Delicious easter treats from Hershey’s and Reese’s — America’s greatest name in chocolate.
Candies include Hershey’s Kisses, Hershey’s Eggs, Rolo, Reese’s peanut butter cups, Hershey’s assorted Miniatures, and more.
Vintage 80s Easter candy: Milky Way, Snickers, 3 Musketeers chocolate bars
Break the habit, rabbit. Every Easter, you give and get the same ‘ol Easter candy. But this year you can add a sweet surprise to your basket…
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Make the Easter Bunny look good: Retro Fruit Skittles ad (1988)
Bring home the special Easter packages of Skittles bite-sized candies. They look great in the basket. And since Skittles is liked by everyone, you might just become the greatest Easter Bunny of all time.
Cadbury Mini-Eggs Easter candy (1988)
Nothing can replace the rich milk chocolate taste of Cadbury Mini Eggs. Which is why so many are sorry they’re only around ’til Easter.
Nobunny knows Easter better than Cadbury.
M&M’s pastel chocolate candies (1989)
Show off your Easter best with special decorative Holidays chocolates. Pastel-colored candy-coated outsides surround real milk chocolate insides.
Makes for a pretty, delicious treat. And they’re from the people who make M&M’s chocolate candies.
Sweet Easter candy savings at Toys ‘R’ Us (1991)
Retro Easter treats and candy shown here includes Whoppers malted milk Robin Eggs, Double Crisp Bunny Munny, Skittles, Hershey’s candy-coated milk chocolate eggs & foil-covered chocolate eggs, Cadbury’s mini-eggs, and Reese’s peanut butter eggs.
More vintage Easter candy
Brach’s Jelly Bird Eggs, Rodda’s Marshmallow Peeps, Palmer Heffelfloppers, Cadbury Creme Eggs & more springtime sweetness
Pastel almond M&M’s candy for Easter (1994)
Reese’s Easter candy (1991)
Milky Way Creme Eggs (1994)
Forget about the $3.9 million price difference. Let’s talk taste.
Rich milk chocolate, creamy caramel, and fluffy nougat. Everything you love in a Milky Way just in time for Easter.
Milky Way Brand Creme Eggs. “Nothing smooths your way like a Milky Way.”
Retro Starburst Jellybeans for Easter (1995)
Smucker’s Jelly Beans Easter candy (1997)
MORE CLASSIC CANDY COOLNESS
3 Responses
i miss al lthe brachs candy……. not its just an occasional brand name ….. and as for palmer ….. ick ……
Love speckled eggs!
I wish they would bring back Easter candy from the ’70s ’80s and the ’90s. That was the best candy there was
Especially the different flavor Easter eggs