Morrisons' £50 Easter Egg Sparks Shopper Fury as Supermarket Faces Backlash
Shoppers have erupted in anger, branding Morrisons "mental" after discovering the supermarket's own-brand Easter egg carries a staggering £50 price tag. The Best Signature Collection Grand Golden Egg weighs an impressive 1kg and draws comparisons to Hotel Chocolat's Everything Chocolate Ostrich Easter Egg, which retails for an eye-watering £90 while matching the weight of Morrisons' offering.
Supermarket Satisfaction Plummets Amid Pricing Concerns
This controversy emerges as Morrisons was recently identified as one of the nation's least favorite supermarkets in a comprehensive Which? survey. Customers awarded the retailer a satisfaction score of just 68%, with pricing specifically cited as a significant factor in its poor performance. The supermarket's egg represents a substantial £30 premium over the next most expensive own-brand alternative, the M&S Collection Extra Thick Dark Chocolate & Blond Egg.
It's crucial to note that Morrisons' egg is currently available at a promotional price of £29.50, representing a £20.50 discount from the original £50 tag. This offer will remain valid until April 6, the day following Easter Sunday, meaning few customers will likely pay the full £50. Nevertheless, £29.50 still constitutes a significant investment for chocolate, prompting questions about what exactly shoppers receive for their money.
Premium Ingredients Justify Premium Price?
According to the product description, the egg features two distinct halves: one composed of exceptionally smooth milk chocolate blended with toffee, honeycomb, and puffed rice, and another made from intensely rich dark chocolate combined with cookie pieces and puffed rice. Inside the main egg, consumers will discover two salted caramel-filled milk chocolate eggs and two caramelised biscuit-filled milk chocolate eggs.
TikTok food reviewer @Bigdaddybsfoods praised the egg's quality, stating: "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 awarded the product an impressive nine out of ten overall score.
Shopper Reactions Range from Outrage to Appreciation
Despite the positive review, many shoppers remain unconvinced about the value proposition. "The price is mental," commented one disgruntled customer, while another added: "It's crazy what we accept now as normal." However, some consumers defended the product, describing it as "lovely" and "banging," with one individual noting: "I don't think that's bad value for the quality."
Supermarket Easter Egg Price Comparison Reveals Surprising Value
When examining price per kilogram, Morrisons' egg at its promotional £29.50 actually represents reasonable value compared to competitors. The breakdown reveals:
- Morrisons Best Signature Collection Grand Golden Egg – £29.50 per kg (would be £50 per kg at full price)
- M&S Collection Extra Thick Dark Chocolate & Blond Egg – £41.20 per kg
- Sainsbury's The Mint One Extra Large Dark Chocolate Easter Egg – £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 Cracking Pistachio Easter Egg maintains its £17 price from last year, though this represents an increase from its £14 price point in 2024, which previously made it the most expensive supermarket own-brand Easter egg. Tesco's Finest Double Layer Caramelised Biscuit Chocolate Egg costs £14 but weighs just 210g, making it more expensive per kilogram than Morrisons' offering at full price.
Value Options Available Across Supermarkets
Sainsbury's and Asda both offer own-brand eggs for £10, though Sainsbury's provides better value with 230g of chocolate compared to Asda's 200g offering. This pricing landscape demonstrates how what initially appears expensive can sometimes represent better value when examined more closely, particularly when considering weight and ingredient quality.
The Easter egg market continues to evolve with premium offerings becoming increasingly common, though Morrisons' £50 egg has certainly captured public attention and sparked significant debate about acceptable pricing in the current economic climate.
