CRACKS APPEAR IN CADBURY’S CREME EGGS

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With fairy lights and wreaths back in the attic, Christmas is well and truly behind us. For retail giants, this only means one thing – time to bombard the nation with the next big dates in our diaries. Valentine’s Day cards are already filling the shelves and the nation’s favourite Cadbury’s Creme Eggs have taken prominent place at till points for the short, but well loved, Easter season.

However, this year, Mondelez – Cadbury’s owner since 2010 – has taken it upon itself not only to change the recipe of the country’s favourite Easter treat, but to sell them as boxes of five, not the usual half-dozen due to ‘customer demand’.

I’m not quite sure who requested fewer eggs per British pound spent, or who complained that Dairy Milk wasn’t a tasty enough egg shell but, either way, Mondelez has issued a rather smug statement following angry complaints. It said:“The Creme Egg has never been called the Cadbury’s Dairy Milk Creme Egg. We have never played on the fact Dairy Milk chocolate was used.”

Not a good enough excuse in my book!

It isn’t just Easter eggs that have seen Cadbury hitting the headlines recently – the chocolatier caused a stir just before the festive period began by announcing that it was ceasing production of its delicious Dairy Milk chocolate coins. Personally, I think this was a clever PR stunt – stop production of the nation’s favourite chocolate coins, allow demand to rise dramatically, then reintroduce them in a couple of years. We’ll have to wait and see.

Until then, we’re going to have to put up with five ‘standard cocoa mix chocolate’ shells per box. Time will tell as to whether this an ‘egg-ceptional’ season for Cadbury, or if this is set to become the new standard.

Perhaps Mondelez will listen to its customers and follow the age-old adage of ‘if it ain’t broke, don’t fix it’, rather than relying on the ‘short season, limited supply’ story that has historically sold 500 million eggs per year.

 lucyh

@peppertweets