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Brits fuming over 'chocflation' as Easter egg sizes smaller than ever

Eight in ten believe Easter eggs have been subject to 'shrinkflation', with 68% of those fuming over the changes

Close-up, People, Eating, Easter egg, Hands
Brits are disappointed by growing 'chocflation'(Image: Getty Images)

Brits are fuming over 'chocflation', as Easter eggs appear to have dwindled in size while their prices have soared. A recent survey reveals that 85% of respondents believe shrinkflation has impacted the size of these annual chocolate delights, with a significant 68% expressing their disappointment.

According to the research Brits are prepared to shell out an average of £5.70 for a branded egg, but many have recently chose not to buy them at all. Eight in ten said they would be more inclined to buy an egg if brands made a point of increasing their size compared to previous years.


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Chocolate egg wrapped in bright foil, alongside two chocolate easter bunnies in pastel colours.
Brits claim eggs are smaller and thinner than they were five years ago(Image: Getty Images)

Many customers feel duped by the packaging, which gives the illusion of larger eggs that turn out to be disappointingly small once unwrapped. Nearly 90% expressed annoyance at this, accusing brands of using packaging to 'hide' the 'true' size of the eggs.

Easter Eggs are often purchased as treats for loved ones. However, of those who have done so, half reported that the person who received the gift was underwhelmed by the size of the egg inside the box.


The research was commissioned by SMARTY Mobile, who have partnered with Pete Wicks to distribute eggs which are a whopping 80% larger than a standard egg to ensure no one is left disappointed.

In collaboration with the SIM only provider, who's prices have remained the same during 'awful April', Pete commented: "As the research shows, chocolate Easter eggs have been shrinking whilst prices have been increasing, so today we wanted to do our bit to give back to the British public.

"Did I need to be dressed as an Easter bunny to do this? No," he added, "But I am very happy to put a smile on people's faces this Easter, who doesn't want a free chocolate egg?".


Pete Wicks hands out extra large Easter eggs for free
Pete Wicks hands out extra large Easter eggs for free(Image: PinPep)

A staggering nine out of ten from the 1,000 polled believe that Easter Eggs are generally smaller than they were just five years ago, and 51% think the chocolate is thinner than it used to be. As a result, a quarter of smart shoppers now regularly check the weight of their egg before purchasing, to ensure it's worth the cost.

In fact, 73% have refrained from buying an Easter egg because they simply thought it was too small for the price. The majority have instead opted for another sweet treat because they felt it offered better value than the Egg they initially intended to buy.


Pete Wicks swaps overpriced Easter eggs for SMARTY Mobile’s supersized FREE eggs to crack down on hidden price hikes
Pete Wicks swaps overpriced Easter eggs for SMARTY Mobile’s supersized FREE eggs to crack down on hidden price hikes(Image: PinPep)

Aside from chocolate, those polled via OnePoll also expressed frustration over escalating energy and water bills, as well as council tax and mobile phone contracts.

Sayed Hajamaideen at SMARTY Mobile, which is offering 80GB for £10, remarked: "Year after year, customers are hit with hidden price increases on everyday purchases, from household bills to even Easter eggs. Life shouldn't come with sneaky charges. That's why we keep things simple-no unexpected price hikes, just great value.

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"And to prove it, we're giving out Easter eggs the way they should be: generous in size, because the only surprise at Easter should be the extra treats found in your egg."

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