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In another development, the consumer group Which? has reported a significant increase in the price of Easter chocolate in the UK, coining the term “eggflation.” The price hikes, in some cases over 50%, are attributed to a drought in West Africa impacting cocoa production, resulting in a doubling of global market prices. Examples of such increases include the Maltesers Truffles Luxury egg at Waitrose jumping from £8 to £13 and a Lindt Gold Bunny Milk Chocolate egg at Asda rising from £2 to £3.11. This phenomenon is compounded by “shrinkflation,” where products decrease in size but maintain or increase in price. Retailers and experts advise consumers to be vigilant, suggesting price comparison per gram across different pack sizes and brands to secure the best deals amidst rising Easter chocolate costs.