When Chocolate is the Eaststar
by Angus Kennedy
Well if you look at my kitchen table (I am looking at it now as I write) there are still remnants of Easter. Half-eaten bunnies with their heads, eaten off. Torn Easter cartons on the side next to the cooker with a few chocolate bits left and it’s all over. Luckily, my kids didn’t have the UK national average of 8.8 Easter eggs (up from 8 in 2013). Well Easter Eggs are smaller now, so (pause)… we can sit back and wait for the next seasonal growth market!
As if Easter can grow? Already we eat 700,000 tons a year of chocolate each year in the UK, and Easter makes up for 10% of that market. So we have just eaten about 80,000 tons of chocolate in the UK and spent around £500 million on them too. 17% of all kids have been ill too (it’s proven) from eating too much and 76% of them kids ate the ears first of their bunnies, (of course they did). And I like this one - 87% of US parents bought Easter baskets for their kids and over 80% of them admit to secretly eating into their children’s chocolate hoard. Of course they did again.
Ha - we think we spent a lot. That’s nothing – Americas just burned up $2.4 Billion of confectionery purchases for Easter. And is it any surprise that we buy so much? It’s reported that Tesco in the UK started selling Easter Eggs in January! (Tesco’s I ask you, is that right? I know you are onto me so please tell me it’s not true!). I can’t quite believe that. But the rest I do. It’s a growth market and considering we didn’t actually have any mass-produced eggs until 1905 (Cadbury) that’s not bad going.
The best story for me that I heard over Easter was an old story (re-told) but never-the-less worth, republishing. Get this – An American scrap metal dealer in 2013 bough an egg for its scrap metal value from from a second hand dealer for $13,000. He had been trying to sell this ‘inconvenience’ and get rid of it before he realised, to his horror and amazement, that it might be a Fabergé egg. He then went on to sell it for £20 mill. Not a bad Easter for this chap, hey!
Well off we go again, what’s next? We done Valentine’s, we done Mother’s day, we done Xmas. Thank God! No more days where we have buy anything for bit. I propose that we have immediately at this instant, I declare, a ‘national day of no anything day’. Like every day should be.
Chocolate really is a star though isn’t it? An Eaststar even! That’s another story that I will write about in my blog - Friday Light.
Ps. Pictured - Possibly our favorite Easter product this year that arrived at Kennedy’s from Choc-on-Choc; I just luv this. The-little-bunny-disappearing-into-the-burrow-egg, come on it’s just so damned creative. Try and eat his ears first then! Also I loved the Choc Affair Easter lollies, don’t know why but the bunnies faces just made me laugh. I like laughing. Will post a picture shortly but I can only post one shot at a time :o(