Blog: Hannah AbdullaMondelez faces fan fury over Creme Egg changes

Hannah Abdulla | 12 January 2015

Creme Egg fans have taken to social media to express their feelings over reduced pack sizes and a recipe change

Creme Egg fans have taken to social media to express their feelings over reduced pack sizes and a recipe change

Mondelez International has been accused of "ripping off fans" in the UK after it altered the recipe for its much-loved Cadbury Creme Egg and pulled an egg from the original six-pack.

"As you have changed the recipe to cheap chocolate because it's cheaper to make then the price will be cheaper. Right?!" a somewhat rhetorical post on the brand's Facebook page read. "Wrong! The price of five is still the same as the price of six. Not only are they ruining the recipe for this traditional British Easter treat they are ripping off dedicated fans too!"

The eggs will no longer use Cadbury's Dairy Milk chocolate, and instead will use "a range of milk chocolate blends," a Mondelez spokesperso told just-food.

Mondelez said it "may have used" Cadbury Dairy Milk as the chocolate in its shell in recent years but insisted it has "never flagged it" as a Cadbury Dairy Milk product.

"The fundamentals of the Cadbury Creme Egg remain exactly the same - delicious milk chocolate and the unique crème centre that consumers love," the spokesperson said.

A decision to remove one of the eggs from the six-pack also annoyed some.

"Eggs come in half dozens, not 5s. Even chocolate ones filled with sweet cremey fillingy goodness... Give me back my creme egg!" another Facebook user posted.

Mondelez said the number of eggs in a pack had been reduced "owing to a range of economic factors".

The spokesperson added: "We have also reduced the recommended retail price but it's the retailers that decide the price at which they sell our eggs to consumers."

In this social media age, brand-owners make changes at their peril. Whether, of course, the frustration on Facebook translates into lost sales or is, in fact, froth, remains to be seen. 

BLOG

Danone closes WhiteWave, who will acquire Stonyfield?

Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...

BLOG

Premier Foods pension news offers cheer but challenges remain

Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....

BLOG

Another reshuffling of pack at Hain Celestial

Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....

BLOG

FrieslandCampina looking to sell final non-dairy asset

FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....

just-food homepage



Forgot your password?