Overview

• Morrisons began offering the limited-edition Gingerbread Flavour Maltesers Reindeer on July 20 in stores and online at a £1 price point.
• Customers shared sightings on Facebook group Newfoodsuk and other social platforms, posting reactions that ranged from delight to disbelief.
• Critics contend that stocking Christmas-themed chocolate in midsummer undermines traditional seasonal excitement and interrupts back-to-school merchandising.
• Supporters of the mid-summer launch say they welcome year-round access to festive flavours as a fun novelty.
• Other retailers including Asda, B&M and TK Maxx have similarly rolled out seasonal or limited-edition chocolates months in advance to extend sales cycles and gauge demand.