"Easter is cancelled": Coles and Woolies slammed over "insane" chocolate prices
The turn of the new year means supermarkets are never far away from gearing up for the next holiday. And, just like clockwork, novelty Easter chocolate items such as bunny-shaped treats and the humble egg are being placed on the shelves – some at surprisingly high prices.
It appears Easter isn’t just a celebration of chocolate anymore; it's now a financial endurance test. Every year, families prepare to stock up on sweet treats for the annual egg hunt, but now it seems more like a game of "Spot the Cheapest Bunny" – a game with few winners.
The cost of Easter treats has continued to climb steadily over the last few years, and early indications show no signs of any relief for shoppers this year. Customers at Coles and Woolworths have recently called Easter chocolate prices "a joke", and one Brisbane woman even suggested "Easter is cancelled" in her household now due to the exorbitant costs.
Easter is cancelled? Imagine explaining that to the kids. "Sorry, Timmy, the Easter Bunny took out a mortgage on his chocolate factory and had to downsize. He left you this... single M&M. Enjoy."
One shopper came across a Cadbury's 350g Easter egg priced at $20, while also being seemingly unimpressed by a bag of Coles brand eggs being priced at $9. Meanwhile, another woman complained online about the price of chocolate bunnies on display in Woolworths.
At this rate, it won't be long before people start taking out short-term loans for a bag of Mini Eggs. Interest rates might be lower than the cocoa inflation rate.
After sharing the supermarket finds online, Aussies have been calling the situation "insane" and many have simply encouraged others "just not to buy anything" Easter related. A bold strategy – but also an excellent way to avoid that annual sugar crash.
Last year, a Lindt chocolate Easter egg was on Big W shelves for a whopping $120, with the retailer explaining the kilogram egg was a "limited edition" for "chocoholics" to indulge in. However, many Aussies believed it was a step too far. At $120 per egg, you’d expect it to come with a personal message from the Lindt chocolatier, a guided factory tour and possibly a small stake in Wonka's chocolate river.
There are reasons why Easter-specific chocolates are more expensive than regular chocolate in stores, according to Gary Mortimer, a professor in retail marketing and consumer behaviour at the Queensland University of Technology.
"We generally source cocoa out of West Africa and when you're sourcing such a product and constructing an egg or bunny shape for a very discrete time, maybe only two months, obviously the costs inflate," he told Yahoo News last year.
So what you’re saying, professor, is that because the chocolate has been artistically molded into the shape of a bunny, it somehow becomes a luxury item? At this rate, next year we’ll see a Fabergé-inspired chocolate egg with a diamond-studded ribbon.
Getting an Easter egg or bunny hollow is much more "complex" than the regular block of chocolate that we all know and love, while the mass distribution of the item is also logistically more difficult due to its shape. Protecting packaging and special machinery is also sometimes required for transport. But if this is the case, why not start a new trend? Flat Easter chocolate. No fancy molds, no structural risks, just a classic chocolate slab with "Happy Easter" written on it. Simple. Affordable. Delicious.
Professor Mortimer pointed at general inflation playing a role in the growing cost of Easter chocolate, with things like electricity, water and transport costs going up for businesses, while cocoa prices have also been on the rise, hitting a record high this month. "Naturally this gets passed on to consumers," Mortimer said.
Translation: "This is your problem now. Good luck."
So, what’s the plan for Easter 2025? Do we raid the clearance aisle in May? Take up chocolate sculpting as a side hustle? Or perhaps, in the most radical move yet, we finally accept the age-old truth: it's the hunt that matters, not the chocolate.
And if kids start complaining, we can always say, "Look, back in our day, we had to make do with carob."
Images: TikTok