The Easter egg ‘bargains’ that could end up costing you more

April 7th, 201212:13 am @


Emily Andrews

23:39, 6 April 2012


23:39, 6 April 2012

If you’re planning an Easter egg hunt tomorrow, shop around before you shell out.

Same brand chocolate eggs are on sale for wildly different prices – and big pack deals are not as good as they look.

A Which? study found that a £5 carton of 12 Creme Eggs on ‘offer’ at Waitrose costs £1 more than buying two packs of six for £2 each.

Shortage: Growing uncertainty in the cocoa beans have been highlighted for the growing price in Easter eggs

Shortage: Growing uncertainty in the cocoa beans have been highlighted for the growing price in Easter eggs

And Asda shoppers who think they are getting a bargain buying a £4 pack of a dozen Creme Eggs are no better off than if they bought them separately.

Meanwhile, on the same medium-size Cadbury Wispa Egg the price varies from £2 at Asda to a whopping £6.40 at Waitrose.

A popular Cadbury Dairy Milk large egg costs £5 at Tesco, but £4 at Sainsbury’s.

And a Nestle KitKat Chunky egg  costs three times as much at Sainsbury’s than at Asda.

The Which? investigation found that it can be almost impossible to easily compare the unit price of Cadbury Creme Eggs and other popular supermarket products.

The unit price of a Creme Egg was found to be calculated in different ways – sometimes per egg or per 100g – making it confusing and difficult for shoppers to establish what the best deal is.

The price variations are revealed in the same week that a survey found that  the cost of popular Easter eggs has been ramped up.

Store by store how the prices compare

Some of the treats have trebled in price over the past year because of uncertainty in the cocoa beans market, and there have also been claims that supermarkets are unfairly raising prices.

Cadbury’s medium Creme Egg has increased from £1 to £3 at Sainsbury’s in just a year, along with its popular Dairy Milk Caramel Egg and Flake Egg.

Grocery shopping site, which carried out the survey, urged consumers to shop around to find the best deals.

Which? executive director Richard Lloyd said: ‘People are struggling with rising food prices.

‘They shouldn’t be expected to carry a calculator around the store to work out the best value. We want supermarkets to help their customers through clear and consistent unit pricing.’ 

A spokesman for Waitrose said: ‘There have been a wide variety of great deals on Easter eggs this year.

‘Alongside our long-term planned promotions we introduced some last-minute discounts and matched some competitor promotions.

‘We’re sorry that this has made our Cadbury’s Creme Egg prices confusing for customers this year and we’ll be working to make our prices more consistent in the future.’ 

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