CADBURY has shrunk the number of Creme Eggs in its larger multipacks while the price has risen – leading to the cost of each egg doubling.
Last year the choc-maker made 10-packs of Creme Eggs, which sold for £3 in Tesco with a Clubcard, or £4.95 full price, but the new eight-packs are £5.50, or £4.75 with a Clubcard.
It means that with a loyalty card each egg now costs 59p when bought in the packs, rather than last year’s promotional price of 30p.
A singular Creme Egg bought on its own currently costs 75p in Asda.
The change to eight-packs was spotted by a user on hotukdeals.com, who said: “The prices are ridiculous… shrinkflation”.
Others remembered when the smaller multipacks used to have six rather than five eggs, a change that happened in 2015.
Cadbury owner Mondelez International said it was facing higher prices across its supply chain and only make make changes to product sizes as a “last resort”.
In another Easter-related shock, Cadbury Mini Eggs fans were astonished this month to find the cost of a small bag has risen by over a third since last year.
Dan Coatsworth, analyst at investment firm AJ Bell investment, said: “Cocoa prices have gone up by 132 per cent over the past 12 months to $10,642 per tonne. Over two years, they’ve more than quadrupled in price.
“Once a cheap treat, Creme Eggs are now costing a pretty penny. Shoppers are watching their spending and impulse buys like chocolate are now more considered purchases.
“Clearly, that’s bad news for a chocolate maker like Mondelez who has made a packet from shoppers popping its products into their basket as they browse the aisles.”
It’s not the first time Cadbury has been blasted for so-called shrinkflation, where products shrink but the price remains the same.
In 2024, we reported how family packs of Cadbury chocolate have shrunk down from 216g to 207g, but the price remains the same at around £3 for 14 treats.
WHAT IS SHRINKFLATION?
Shrinkflation is when manufacturers reduce the size or quantity of a product, while keeping the price the same, explains consumer editor Lynsey Barber.
Prices are rising and food and drink makers are reluctant to pass this on to consumers.
Instead, shrinking the item means the price tag doesn’t change. But shoppers get less for their money.
Some manufacturers have even put UP the price at the same time as making products smaller.
Another tactic used is known as skimpflation.
This is when the recipe of food and drink is changed to try and reduce production costs.
But shoppers still pay the same, or more.
It means shoppers won’t pay more when costs increase for the company making the item – but they will get less product.
Smaller products are easier for customers to digest compared to increasing prices, making it a popular option for manufacturers as it’s less noticeable.
HOW TO FIND THE BEST EASTER EGG DEALS
Sarah-Jane Outten, shopping expert at MyVoucherCodes, explained that it can be difficult to work out where and how you can get the most chocolate for your money due to multipack options and loyalty card offers.
She added: “One of the best ways to work out how much you are getting for your money is by looking at the small print underneath the price which will tell you the cost per 100g – the lower the cost, the better the deal.
“Signing up for supermarkets loyalty cards is a good way to make sure that you are getting the best deal, and not just on chocolate.
Most are free and you can easily add them to your phone’s payment method meaning you don’t have to carry lots of cards with you to take advantage of the discounts.
“And with eggs already in stores and still a few months to go, it’s a good idea to scout out the best deals across the different supermarkets.
It also means that if you have lots of Easter Eggs on your list you can spread the cost.”
How to save money on chocolate
We all love a bit of chocolate from now and then, but you don't have to break the bank buying your favourite bar.
Consumer reporter Sam Walker reveals how to cut costs…
Go own brand – if you’re not too fussed about flavour and just want to supplant your chocolate cravings, you’ll save by going for the supermarket’s own brand bars.
Shop around – if you’ve spotted your favourite variety at the supermarket, make sure you check if it’s cheaper elsewhere.
Websites like Trolley.co.uk let you compare prices on products across all the major chains to see if you’re getting the best deal.
Look out for yellow stickers – supermarket staff put yellow, and sometimes orange and red, stickers on to products to show they’ve been reduced.
They usually do this if the product is coming to the end of its best-before date or the packaging is slightly damaged.
Buy bigger bars – most of the time, but not always, chocolate is cheaper per 100g the larger the bar.
So if you’ve got the appetite, and you were going to buy a hefty amount of chocolate anyway, you might as well go bigger.
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