Overview
- On December 30, Iceland’s Sedgley store in the Black Country was photographed selling a wide range of branded Easter eggs roughly four months early.
- Late-December sightings extended to Morrisons in Solihull, B&M and Tesco stores, Aldi own-brand mini eggs, and Cadbury Mini Eggs listed on Asda’s online shop.
- Shoppers reported shelves stocked with Creme Eggs, Mini Eggs, Smarties Eggs, KitKat eggs, and items such as Terry’s Chocolate Orange and Reese’s eggs.
- Easter Sunday falls on April 5, 2026, making the late-December rollout roughly 100 days ahead of the holiday.
- Poundland said some outlets were offering a ‘sneak peek’ of 2026 stock and argued that it is never too early for a Creme Egg, though many customers criticized the timing.