Publish 20 March 2026, The Telegraph website: https://www.telegraph.co.uk/news/2026/03/20/easter-egg-shoppers-hit-by-shrinkflation-double-whammy/

Easter Egg shoppers hit by shrinkflation ‘double whammy’

Cost of chocolate treats surges by up to 40 per cent after cocoa shortage

Shoppers will pay up to 40 per cent more for Easter eggs this year because of a shrinkflation “double whammy”, a Which? investigation has revealed.

The consumer champion said prices for the chocolate treats are becoming more expensive even for smaller products.

Analysis found chocolate inflation has leapt to 9.7 per cent this year because of a cocoa shortage caused by poor harvests.

The extra large Galaxy milk chocolate egg at Asda was the worst offender. It now costs £5.97 for 210g, compared with last year’s price of £4.98 for 252g. This amounts to a 44 per cent rise per 100g.

A Maltesers egg at Tesco has shrunk in size by 16 per cent while becoming £1 more expensive per 100g.

An M&M’s egg at Asda has become 40 per cent more expensive per 100g.

Meanwhile, a Cadbury Mini Eggs product at Morrisons has become 34 per cent more expensive per 100g.

‘People feel cheated’

Reena Sewraz, retail editor at Which?, said: “It’s disappointing to see Easter treats aren’t safe from shrinkflation, with some products going up in price significantly, even though they’re smaller than last year.

“Manufacturers are quietly giving shoppers less for more, so it’s no wonder people feel cheated when they get less bang for their buck.”

To secure a good price, shoppers should check the unit price (price per 100g) marker on the shelf edges and compare carefully across brands, Which? suggests.

A spokesman for Mars Wrigley – which owns the Galaxy, M&Ms and Maltesers brands – said: “We always aim to absorb rising costs wherever possible. However, ongoing pressures, including the well-documented rises in the cost of cocoa, mean we have had to make carefully considered changes.

“As with all our products, final pricing remains at the discretion of individual retailers.”

The Which? supermarket food inflation tracker also found that individual retailers varied significantly in levels of inflation. Waitrose topped the price rises with a rate of food inflation of 4.7 per cent while Aldi was lowest at 2.9 per cent.

A spokesman for Tesco said: “The prices quoted by Which? do not reflect the prices that the great majority of customers will pay for Easter eggs at Tesco. 

“Four of the five products Which? highlighted are currently on Clubcard Price deals, with the Galaxy Milk Chocolate Easter Egg and the Maltesers Milk Chocolate Egg both currently half price at just £3.50. 

“Through our unique combination of Aldi Price Match, Everyday Low Prices and Clubcard Prices we are focussed on delivering great value for our customers, however they choose to shop with us.”