Is a £1 Easter Egg Cheaper Than a Chocolate Bar?

Why a £1 Smarties Easter Egg Can Be Better Value Than a £1 Chocolate Bar!

Right now, you can pick up several branded Easter egg varieties at Morrisons for £1 with a Morrisons More Card, and that offer ends on 8 March 2026. If you compare weight and price per kilo, some of those eggs give you more chocolate for the same money than many single £1 bars!

Spring promotions often change what counts as a bargain, and this one is a neat example. Morrisons has a selection of branded eggs reduced to £1 for More Card holders, not just a single product, so you can choose from several varieties while the offer lasts, (I've used a Smarties egg as an example, which weighs 100g), That includes familiar names and a range of sizes, which is why the deal is worth checking in store or online.

How to check price per kilo, use your More Card and get extra savings

If you want a quick way to see which option gives you more chocolate, compare the weight and the price per kilo on the shelf. Here are some examples you'll find in Morrisons while the offer runs. The table below shows the product, its weight, the price and the calculated price per kilo.

Product	Weight	Price	Price per kilo
Smarties Easter egg	100 g	£1	£20.00/kg
KitKat Chunky Easter egg	110 g	£1	£9.09/kg
Milkybar Easter egg	72 g	£1	£13.89/kg
Smarties tube	38 g	£1	£26.32/kg

Those figures come from current More Card listings and show why the egg aisle can beat the single-bar aisle on value, at least while these promotions run.

The Smarties egg, for example, gives you a noticeably larger portion of chocolate for the same pound, so you get more chocolate per pound spent.

What does that mean for you when you shop?

• First, if you want the most chocolate for your money, check the weight and the price per kilo on the shelf edge rather than relying on the sticker price alone.

• Second, if you have a Morrisons More Card, scan it at the till so you get the promotional price.

• Third, small extra savings add up, so consider using cashback options when you buy groceries online (services such as TopCashback, Quidco and Rakuten help to claw a little extra money back) or buy gift cards from cashback services such as JamDoughnut to save a few extra per cent on your shop, it all adds up!

Frequently asked questions about Easter egg prices

Why are Easter eggs often more expensive than normal chocolate?

Easter eggs often cost more because you are paying for more than just the chocolate itself. The packaging, the moulded egg shape, and the seasonal presentation all add to the overall cost. A large box containing an egg and a small chocolate bar can sometimes hold less chocolate than you might expect.

This is why the price per kilo can often look much higher than that of a standard chocolate bar on the shelf nearby.

Outside of special promotions, Easter eggs are rarely the cheapest way to buy chocolate.

What is shrinkflation, and how does it affect Easter eggs?

Shrinkflation is when a product becomes smaller while the price stays the same.

Instead of increasing the shelf price, manufacturers reduce the amount of product inside the packaging. This has happened across many food products in recent years, including chocolate.

Easter eggs are a good example. The outer box might still look the same size, yet the egg inside or the included chocolate bar may have quietly become smaller.

When this happens, the price per kilo increases even though the price on the shelf appears unchanged.

Have Easter egg prices gone up in recent years?

Yes, chocolate prices have increased significantly in recent years.

One of the main reasons is the rising cost of cocoa, which has affected chocolate production worldwide. As those costs rise, manufacturers and supermarkets have to adjust prices.

Reports in 2025 suggested that some Easter egg prices had increased by as much as 50% compared with the year before. In other cases, the price stayed the same, but the egg's weight decreased.

This combination of higher prices and smaller product sizes has made it more important for shoppers to compare prices per kilo when buying chocolate.

Are bigger Easter eggs better value than smaller ones?

Not always. It is easy to assume that a larger egg will give you better value, but that is not guaranteed. When supermarkets run promotions, smaller eggs can sometimes work out cheaper per kilo than medium or large eggs.

That means buying several smaller eggs may actually give you more chocolate for the same money.

For example:

• Four small eggs may cost less per kilo than one large egg • You get more total chocolate overall • You can choose different brands or flavours rather than just one

For families, this can sometimes be a more cost-effective way to buy Easter treats.

Why do supermarkets reduce Easter eggs before Easter?

Seasonal products have a limited time to sell. Supermarkets know that Easter eggs only have strong demand for a few weeks each year.

To encourage shoppers into the store, retailers often run promotions on smaller eggs early in the season. These offers help drive footfall and increase overall sales.

Because of this, you can sometimes find unusual value opportunities where a promotional Easter egg ends up cheaper than a standard chocolate bar.

What is the easiest way to compare chocolate prices in the supermarket?

The simplest method is to look at the price per kilo shown on the shelf label.

Every supermarket displays this number underneath the main price. It allows you to compare products even if they come in different sizes or packaging.

Two items might both cost £1, but the price per kilo will quickly show which one contains more chocolate for the money.

Once you start checking that small number on the shelf label, it becomes much easier to spot genuine value.

Why do some Easter egg promotions work out cheaper than chocolate bars?

Promotions can sometimes create unusual pricing. When supermarkets reduce the prices of seasonal items like small Easter eggs to attract shoppers, the price can drop below the normal cost of everyday chocolate bars.

In the example discussed earlier, a £1 Smarties Easter egg weighing 100g works out at around £20 per kilo. A £1 Smarties tube weighing 38g works out at roughly £26.32 per kilo.

This difference shows how a promotional seasonal product can sometimes offer better value than the standard version.

HFHS Disclaimer: This post is simply highlighting a money-saving quirk in supermarket pricing. Chocolate should always be enjoyed as part of a balanced diet.