00:00Shrinkflation is when we see a product reduce in size and right, but not in price.
00:06And there's no better example of this than with Easter eggs.
00:09Every year the discussion around whether or not they're getting smaller is revisited.
00:12But as you know, this may have something to do with the price and availability of cocoa beans.
00:17Well, our reporter Ethelie Reynolds joins me now in the studio with more on this.
00:20So Ethelie, right here, right now, we're answering the question, are they getting smaller?
00:24So I have bad news. They are actually getting smaller.
00:28According to which the price of branded chocolate eggs has actually seen up to a or more than a 40
00:35% increase in price.
00:37We can see this with one of the leading supermarkets and a branded Easter egg would have cost £5.97
00:45and weigh in at 210 grams in the past.
00:49But in 2025, so just last year, the same brand egg would be 252 grams and would cost £4.98.
00:59And this is where we see that 40% increase per 100 grams.
01:05Another one we see is where one Easter egg went from 231 grams to 194, yet the price only increased
01:13from £6 to £7.
01:16I see. I'm hiding my immeasurable disappointment and I'm trying to remain professional.
01:20Can you tell us a bit about why exactly this is? Why are companies doing this to us and to
01:26the holiday?
01:27So chocolate has actually become increasingly expensive over several years due to things such like extreme weather and poor harvest
01:34from where we get these cocoa beans from.
01:37Especially in West Africa, where more than half of the world's cocoa beans are harvested.
01:43I actually spoke to a local chocolatier company in Rochester and they explained to me a bit about what impacts
01:49this has on the business and what we might see.
01:52So a lot of the issues we've seen with cocoa and chocolate prices over the last two years have been
01:56driven by the reports of the harvest not being great.
02:00So then there's a reaction for the market to either hold on to that cocoa or increase the price of
02:06it.
02:06So a lot of the issues we've seen with chocolate prices down to uncertainty as much as anything else.
02:13We haven't got long before we go, but how can shoppers make sure they're getting the best value for money?
02:18So the best way you can make sure you're getting that value for money is by checking the price per
02:23£100,000.
02:24So let's just make sure that you are getting the best price for the most amount of egg.
02:28A bit of bang for your buck, if you will, there.
02:30Brilliant.
02:31OK, well, thank you so much for bringing us all the latest on this Italy.
02:34I'll keep my eyes out for any deals.
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