Shoppers may face a bitter surprise this Easter as shrinkflation hits chocolate aisles, with some eggs costing up to 73% more per 100g than two years ago. Rising cocoa costs and supply chain pressures have led manufacturers to reduce chocolate content while maintaining similar packaging, leaving consumers paying more for less.
A comparison of 260 Easter eggs from Tesco, Sainsbury's, Waitrose, Asda, Aldi, Lidl and M&S found significant variation in value. The analysis considered weight, price, price per 100g, and any extras included. Discounters emerged as clear winners, with branded eggs like Bounty and Maltesers offering strong value at low prices. Terry's Chocolate Orange egg at £4.50 was a standout, providing a generous feel with a pack of mini eggs.
However, not all eggs deliver. The M&M's Crispy Bunny egg at £4.50 was rated as one of the weakest, with less chocolate and a smaller extra. The Maltesers Teasers egg also underperformed compared to rivals offering more chocolate for the same price. The analysis highlighted that supermarket choice matters: the Cadbury Mini Eggs Egg varied by nearly 40% in price per 100g between Asda (£3.97) and Waitrose (£5.50).
Overall, shoppers are advised to check price per 100g and avoid eggs with non-chocolate fillers like Skittles, which skew weight. The best value options combine a decent chocolate shell with a meaningful extra, while the worst rely on branding alone.
