- Sales of the Mini Eggs 1kg Sharing Bag are up 95% compared to the same time last year
- Searches for our Easter Mini Egg recipe page on Waitrose.com are up 267% compared to the same time last year
- Waitrose is the cheapest stockist selling the 1kg sharing bag at £12.50
The Cadbury Mini Egg 1kg Sharing Bag is back at Waitrose, with customers more excited than ever to get their hands on the must have Easter treat. Sales of the sharing bag are up 95% compared to the same time last year and we believe this has been driven by a surge of interest on TikTok.
The hashtag #MiniEggs has racked up over 62 million views on TikTok and reached 10th spot in the food & beverage category in the past 30 days alone - including this video from the Waitrose branch in Saffron Walden, with a staggering 3.3 million views and over 455k likes. Content creator Cissy Jones also took to the social media platform to share her egg-citing find with followers - which has hit over 1.8 million views and over 180k comments - she says simply: “get to your local Waitrose NOW”.
And it wasn’t just the volume that surprised viewers. At £12.50 a pack, savvy shoppers were quick to realise that the cost was even better value than smaller bags, costing just £1.25 per 100g - making us the cheapest stockist to sell the 1kg sharing bag.
Jane Goodson, Confectionery Buyer at Waitrose, said: “Customers go crazy for Mini Eggs at Easter and the popularity of the sharing bag last Easter was phenomenal. So by popular demand, we have brought it back for the second year in a row, increasing our order - so more customers will have a chance to stock up.
“Whether they’re being gifted for Easter, or being added to your delicious bakes, these eggs are a certified hit. Stocks are limited though, so get cracking!”
Eggs are no longer just for Easter with Jane's Patisserie kicking off the new year by posting her Mini Egg cookie recipe to TikTok on 1st January. There has been a surge in searches for our Easter Mini Egg recipe page on Waitrose.com with searches up 267% compared to the same time last year. There are over 20 recipes for customers to choose from including our new recipe for a Chocolate Mini Egg Cake, with searches already up 112% compared to the same time last week. Other recipe highlights include Martha Collison's Easter Iced Gems, Leftover Easter Egg Brownies and Easter Tiffin with searches up 200%, 75% and 50% compared to the same time last year, respectively.
