Chocolate eggs have been the perfect Easter treat for over a century.
But it seems their traditional oval shape is being replaced by a range of wild alternatives.
Novel versions this year include M&S’s biscuit-shaped treats, Waitrose’s chocolate croissant and Hotel Chocolat’s egg sandwiches.
And some brands have kept the typical mould but squashed it, creating flat eggs – or ‘fleggs’.
Experts say the trend for unconventional designs is driven by a need to make products stand out, as consumers increasingly demand luxury Easter goods.
Paula Bui, of Fusion Chocolate, said: ‘When money is tight, people feel that if they’re going to spend their money on a treat or gift, they want to get real luxury.
‘Independent artisan chocolatiers have been making unique, luxury products for years but, as demand grows, there has been a shift towards these products appearing in high street retailers and supermarkets.’
An estimated £2billion is spent on Easter treats each year, with 80million chocolate eggs being bought. Rising inflation has not dampened our appetite, with sales in the week before Easter rising by 3 per cent last year compared with 2023.
Chocolate eggs have been the perfect Easter treat for over a century. But it seems their traditional oval shape is being replaced by a range of wild alternatives. Left, a viral croissant-shaped egg from Waitrose. Right, Hotel Chocolat’s ‘egg sandwich’
Alongside selling chocolate dogs, cats, highland cows and even dinosaurs, M&S has launched two biscuit-shaped eggs – a custard cream version and an ‘outrageously chocolatey’ one – both costing £12
If chocolate lovers want the ultimate taste of luxury, dessert shop Marchesi is selling a pistachio egg for almost £100 (right). Meanwhile, Guinness has partnered with Irish chocolate producer Lir to create a dark chocolate rugby ball (left)
Waitrose’s announcement in January that it was launching a croissant-shaped egg went viral on social media.
The supermarket’s No.1 Chocolate Croissant is a £15 hollow shape made from ‘blonde’ caramelised white chocolate with pieces of feuilletine wafer and biscuit.
Sarah Breadmore, the shop’s confectionery developer, said inspiration for the product came from rising demand for croissant hybrid products – such as croissant/muffin combination, the ‘cruffin’ – and giant items.
She added: ‘[The trend is] driven by social media and being able to share food experiences together.’
Hotel Chocolat agreed its statement eggs this year are ‘made to be seen’. Its long-running ‘egg sandwich’ range features two slabs of chocolate, each with an egg shape on the side, presented in a takeaway sandwich-style box.
The £11.95 treats come in several flavours, including ‘caramayo’, cookie dough and ice cream, chocolate spread and even ‘lamb and mint’, in the form of a white-chocolate lamb.
And if chocolate lovers want the ultimate taste of luxury, dessert shop Marchesi is selling a pistachio egg for almost £100.
Meanwhile, Guinness has partnered with Irish chocolate producer Lir to create a dark chocolate rugby ball. The treat comes with Guinness liqueurs and is available at Ocado, Selfridges and Amazon from £12 to £18.99.
Alongside selling chocolate dogs, cats, highland cows and even dinosaurs, M&S has launched two biscuit-shaped eggs – a custard cream version and an ‘outrageously chocolatey’ one – both costing £12. The custard cream version is out of stock in most stores and is being resold on eBay for more than twice the price.
But M&S has been accused of copying a design by chocolatier Choc on Choc. The supermarket has denied the claim.
