24 March 2026
CHOICE has found chocolate treats have shrunk for the second year running, with a range of Cadbury Easter eggs becoming smaller and more expensive over the past 12 months.
Last year, CHOICE revealed several examples of Easter eggs from global snack giants and supermarket homebrands being hit by shrinkflation. Despite falling wholesale cocoa prices, manufacturers like Cadbury have doubled-down on the practice, continuing to cut the sizes of products already impacted in previous years, while retail prices for these items continue to climb.
“Easter is the perfect time for indulging in chocolate treats, and a great opportunity to set up Easter egg hunts for the kids. Unfortunately – but not surprisingly – Cadbury has delivered a cut in size, but a rise in price, to some of their Easter chocolates for the second year in a row,” says CHOICE journalist, Liam Kennedy.
“Last year, we pointed out that Cadbury’s then 22-pack of hollow hunting eggs was coming with two fewer eggs than in 2024, and selling for an extra $2.50. Since then, the company has cut two more eggs from the carton and the product’s price has gone up by another $3.00. All up, the former 24-pack of eggs has shrunk by 68g and increased in price by $5.50 since 2024, meaning consumers are now paying almost 73% more per 100g than they were two years ago,” says Kennedy.
“Cadbury’s largest hollow egg box is not the only product to have shrunk. In the past 12 months, Cadbury’s entire range of boxed hollow Easter eggs have been hit by shrinkflation – each carton now contains at least one fewer egg than it did last year. In one case, a 15-pack currently selling for $15.00 has replaced an 18-pack that sold for $13.50 last year,” says Kennedy.
CHOICE also found Easter eggs aren’t the only products shrinking.
“Hot cross buns have also fallen victim to shrinkflation, with smaller buns now on shelves without any reduction in price. Aldi’s Rocky Road and Banoffee Inspired buns are both 20g lighter than they were this time last year. If you pick up a packet of these novelty buns, you’ll be paying nearly 7% more per 100g than you would have last Easter,” says Kennedy.
Manufacturers told CHOICE that rising production and supply chain costs are driving the changes.
“Currently, the government is considering introducing mandatory notices to alert shoppers when a product has undergone shrinkflation. Shrinkflation is hard to spot, so these notices should be clear and placed near the product for a reasonable period to ensure consumers are aware of the change,” says Kennedy.
Images available: https://drive.google.com/drive/folders/1D0PI2Fs4Z4GRUPCnM8deniTS6lBCst7n?usp=sharing
