Poppets has undercut Cadbury by almost a third, with its own cheaper range of mini eggs.
Poppeggs (rsp: £1.50/80g & £11.44/1kg) are solid milk chocolate mini eggs, encased in pink, purple and yellow sugar shells.
The NPD, which had “a straightforward format and familiar taste profile” would meet growing shopper demand for affordable seasonal treats, said Poppets.
Crucially, they are cheaper than Cadbury Mini Eggs, which have a pre-promotional shelf price of £2 for a 74g pack and £16 for a 1kg pack in Tesco.
At £1.88 per 100g, Poppeggs 80g packs are 30.6% cheaper by weight than Cadbury Mini Eggs 74g packs, which come in at £2.70 per 100g from Tesco. They are listed in selected B&M, CDS, Farmfoods and Iceland stores.
Meanwhile, Poppeggs 1kg packs are 28.5% cheaper than Cadbury Mini Eggs 1kg packs. They are exclusive to WH Smith.
The two different formats would cater to impulse and family sharing, said Poppeggs. They will be supported with in-store, digital and social media activity.
Mini egg inflation
It comes as shoppers have used X to complain about the price of Cadbury Mini Eggs over recent weeks.
“Every single year, I am shocked by the price of Cadbury mini eggs,” one shopper posted to the site. “I want them so bad, but my bank says no,” wrote another.
Indeed, last year’s 80g packs have been replaced with 74g alternatives at a higher shelf price in the traditional big four. Last year, the 80g packs had a pre-promotional price of £1.85 in Tesco, Sainsbury’s and Morrisons and £1.64 in Asda. This year, the 74g packs are £2 in Tesco, Sainsbury’s and Morrisons and £1.74 in Asda.
Meanwhile, 1kg Cadbury Mini Egg packs are up 14.3%, from £14 to £16, in Tesco and 13.3%, from £15 to £17, in Morrisons.
A spokesperson for Cadbury told The Mirror it was “continuing to experience significantly higher input costs across our supply chain, with ingredients such as cocoa and dairy, which are widely used in our products, costing far more than they have done previously.
“Meanwhile, other costs like energy and transport, also remain high,” they continued. “This means that our products continue to be much more expensive to make and while we have absorbed these costs where possible, we still face considerable challenges.
“As a result, we are having to make carefully considered changes to the recommended promotional price alongside small weight reductions to our Mini Eggs bags (74g).”
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