Easter Egg Price Surge: Shrinkflation Hits Chocolate Treats Hard
Easter, traditionally a time for indulging in hot cross buns and roast lamb, has become a financial strain for many shoppers due to skyrocketing chocolate egg prices. Egg-flation is rampant, with some seasonal treats costing nearly 50 per cent more than last year. Compounding the issue, the size of eggs inside brightly coloured boxes is shrinking, meaning consumers are paying more per gram of chocolate.
The average cost of an Easter egg now stands at £3.27, a 9 per cent increase from last year, with some premium options priced as high as £14 per 100g. This spike is driven by a combination of factors: high cocoa prices from nine months ago when manufacturers planned stock, spiralling electricity costs, and hefty transportation bills for bulky packaging. Below, we analyse the worst offenders to avoid in your shopping trolley this weekend.
Luxury Adult Eggs
Toblerone The EdgyEgg Extra Large Milk Chocolate Easter Egg: Priced at £15.50 for 286g, this egg includes a hollow milk chocolate egg with honey and almond nougat pieces and four miniature Toblerone chocolates. Since its 2023 launch at £12, it has shrunk from 298g, costing £5.42 per 100g.
Lindt XL Milk Chocolate Egg with Lindor Milk Truffles: At £22 for 348g, this egg features an extra-large hollow Swiss chocolate egg and 15 truffles. Lindt & Sprungli raised prices by 19 per cent last year, passing on cocoa costs, with the milk chocolate containing 30 per cent cocoa solids. Cost per 100g: £6.32.
M&S Collection Single Origin Dark Chocolate Egg: Sold for £12 for 200g, this hollow dark chocolate egg uses 85 per cent responsibly-sourced cocoa. It's one of M&S's cheaper options, with own-brand treats up to £20 for 485g. Cost per 100g: £6.
Ferrero Rocher Golden Milk Chocolate and Hazelnut Egg: Priced at £24.99 for 175g, this egg includes a hollow milk chocolate egg with hazelnut pieces and six Ferrero Rocher chocolates. Available at Selfridges, it contains 42 per cent cocoa solids and palm oil, making it controversial. Cost per 100g: £14.28.
Novelty Kids' Eggs
Smarties Dinosaur Milk Chocolate Easter Egg: Costs £7 for 226g, including a chocolate egg and two tubes of Smarties. A regular Smarties egg at Waitrose is better value at £3.50 for 188g. Cost per 100g: £3.10.
M&Ms Milk Chocolate and Peanut Extra-Large Egg: Priced at £7 for 210g, with a hollow milk chocolate egg and two bags of M&Ms. The egg is smaller than the box suggests, and prices have risen since last Easter. Cost per 100g: £3.33.
Rowntree's Randoms Incredible Easter Egg: At £14 for 380g, this egg is packed with fruit-flavoured jellies and marshmallows, plus a bag of Randoms sweets. Packaging warns a serving is just one-fifteenth chocolate. Cost per 100g: £3.68.
Kinder Surprise Giant Easter Egg: Costs £17.85 for 220g, featuring a large Kinder egg with a Harry Potter figurine toy. With 32 per cent cocoa solids and high milk content, it's inflated compared to a three-pack of 20g eggs at £1.30. Cost per 100g: £8.11.
Seasonal Shapes
Kinder Milk Chocolate Easter Mini Figures: Priced at £3.45 for 90g, containing six hollow shapes resembling farm animals. Heavy on packaging, light on chocolate. Cost per 100g: £3.83.
M&S Charlie the Chick: Costs £2 for 30g, a hollow chick made from Belgian milk chocolate with 31 per cent cocoa solids. Part of M&S's range for a decade. Cost per 100g: £6.67.
Hotel Chocolat Milk Chocolate Big City Easter Bunny: At £11.95 for 150g, this hollow bunny uses responsibly-sourced cocoa with 40 per cent cocoa solids. Accused of shrinkflation. Cost per 100g: £7.97.
Miniature Lindt Gold Bunny: Priced at 85p for 10g, one wrapped bunny made from Swiss milk chocolate. The iconic treat has seen prices spiral, with larger versions up to £75 for 1kg. Cost per 100g: £8.50.
Treat Bags & Boxes
Cadbury Crème Eggs Multipack: Costs £4.25 for 200g, with five foil-wrapped eggs filled with fondant. Since 2015, multipacks reduced from six to five eggs with minimal price drop. Cost per 100g: £2.13.
Maltesers Milk Chocolate Mini Bunnies: Priced at £2.30 for 59g, containing five bunnies. Disappointing due to excessive plastic packaging. Cost per 100g: £3.90.
Cadbury Mini Eggs: Costs £2 for 74g, about 23 milk chocolate eggs with a crispy shell. Hit by shrinkflation from 80g in 2025 and a 105 per cent price rise since pre-Covid. Cost per 100g: £2.70.
Moo Free Caramel Mini Eggs: Priced at £3.75 for 88g, eight caramel-filled vegan chocolate eggs. Dairy-free but affected by cocoa price hikes. Cost per 100g: £4.26.
In summary, Easter egg shoppers face a double whammy of higher prices and reduced chocolate content, driven by global cocoa shortages and rising production costs. Consumers are advised to compare prices per 100g and consider alternatives to avoid overpaying for seasonal treats.
