Easter eggs are going CHEEP thanks to a supermarket price war.
Families can snap up some cracking egg bargains as the big stores compete for the attention of chocolate lovers.
A survey by The Grocer magazine found that the average price across the big four – Tesco, Sainsbury's, Asda and Morrisons – has dropped by 9.7 per cent, from £4.40 last year to £3.97 this year.
Morrisons has driven the price war, the trade magazine says. It has cut the cost of some eggs from £1.50 to £1 and reduced branded eggs by an average 7.3 per cent.
The Grocer said: "Britons are paying less than last year for some of the most popular Easter eggs as the industry ramps up promotional activity."
Cadbury chocolate eggs are around 4.4 per cent cheaper than last year while Nestle eggs - including KitKat and Smarties - have been cut by 4.2 per cent on average.Morrisons and Asda have cut the cost of its most popular medium sized eggs from £1.50 to £1 while Tesco ramped up the competition last week by slashing its average price from £1.50 to 75p.
Retail experts say the trade has moved away from simple money-off promotions - which accounted for more than 10 per cent of offers a year ago but just 4.4 per cent now.
The Grocer said: "Half price deals have been virtually abandoned, accounting for just 2 per cent of all deals compared with 13 per cent a year ago."
The most popular promotions this year are buy-two-for-a-discount offers.