Shoppers have branded Morrisons ‘mental’ after seeing the £50 price tag of its own-brand Easter egg.
It’s Best Signature Collection Grand Golden Egg weighs 1kg and is reminiscent of Hotel Chocolat’s Everything Chocolate Ostrich Easter Egg which costs an eye-watering £90, and weighs the same as the supermarket egg.
Morrisons was found to be one of the nation’s least favourite supermarkets this year by Which? after customers gave it a satisfaction score of just 68%, with pricing being one of the reasons it lost points.
The supermarket’s egg is a whopping £30 more expensive than the next priciest own-brand offering which is the M&S Collection Extra Thick Dark Chocolate & Blond Egg.
It’s important to note though, the egg is on offer for £29.50 (still £9.50 more than M&S) and will be until April 6, the day after Easter, meaning it’s unlikely anyone will actually have to stump up 50 quid to get their hands on one.
Still, £29.50 is a lot to pay for some chocolate, so what does it get you? The product description says you can expect an exceptionally smooth milk chocolate, toffee, honeycomb and puffed rice half egg, and an intensely rich dark chocolate, cookie and puffed rice half egg.
Then, inside the main egg, you’ll find two salted caramel filled milk chocolate eggs and two caramelised biscuit filled milk chocolate eggs.
People have been impressed with the quality of the egg, though. TikTok food reviewer @Bigdaddybsfoods said: ‘The egg is a beast, I struggled to even break it and I’m hard as nails.
‘It’s super thick, there’s a lot of chocolate there, flavour is on point, and they’re not shy with the fillings either. I was very impressed.’
He gave it an overall score of nine out of 10, but people still weren’t sure about the price.
‘The price is mental,’ commented one. ‘It’s crazy what we accept now as normal,’ added another.
But others said the egg looked ‘lovely’ and ‘banging’, while someone said: ‘I don’t think that’s bad value for the quality.’
What other supermarkets are charging for Easter eggs
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While we know M&S has two own-brand Easter eggs, both of which go for £20 (£41.20 per kg), Waitrose has the third most expensive egg at £17 (£53.13 per kg).
This is the price of its Cracking Pistachio Easter Egg, which Metro’s food reviewer Courtney Pochin tried last year.
‘The Cracking Pistachio comes in an incredibly sleek box and looks exactly like the picture on the front, which is a good start. No false advertising going on here,’ she said.
‘As soon as you open the packaging, you’re hit with a delicious caramel scent from the blonde chocolate, which tastes rich and creamy.
‘And when it comes to the pistachio chocolate inside, Waitrose has done a cracking job with the flavour — it’s not too strong and not too subtle. Call me Goldilocks, because it’s just right.’
The best value Easter eggs (price per kg)
When it comes to how much you’re paying for the chocolate you’re buying, what may seem expensive at a glance, turns out to be more reasonable.
Cheapest to most expensive:
- Morrison’s Best Signature Collection Grand Golden Egg – £29.50 per kg (would place joint third place if paying the full £50)
- M&S Collection Extra Thick Dark Chocolate & Blond Egg – £41.20 per kg
- Sainsbury’s The Mint One Extra Large Dark Chocolate Easter Egg, Taste the Difference – £43.48 per kg
- Exceptional by ASDA Pistachio & Himalayan Salt White Chocolate Egg – £50 per kg
- Waitrose The Cracking Pistachio Easter Egg – £53.13 per kg
- Tesco Finest Double Layer Caramelised Biscuit Chocolate Egg – £66.67 per kg
- Lindt Gold Giant Bunny – £85 per kg
- Hotel Chocolat Everything Chocolate Ostrich Easter Egg – £90 per kg
Waitrose’s egg was priced at £17 last year, too, so it’s not got more expensive, although it did rise from the £14 price it had the year before – which made it the most expensive supermarket own-brand Easter egg of 2024.
The next most expensive own-brand egg is Tesco’s Finest Double Layer Caramelised Biscuit Chocolate Egg, costing £14. Given it weighs just 210g, it’s actually more expensive per kg than Morrisons.
If you were to get 1kg’s worth of the Tesco egg, it would cost you £66.67.
Sainsbury’s and Asda both offer own-brand eggs for £10, although Sainsbury’s is better value for money because you get 230g of chocolate, compared to Asda’s 200g.
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