Sales of Dark Chocolate, Boozy Flavours and Savoury Hot Cross Buns Soar on Ocado as Easter Flavours ‘Grow Up’

• New data from Ocado reveals demand for a distinctly more grown-up Easter, with searches for “dark chocolate Easter eggs” up 247% year-on-year, and sales of some alcohol-infused ranges rising as high as 355%
• Whilst Easter food has evolved, the fun is yet to catch up, with two in five adults (41%) saying they feel more like organisers than participants at Easter
• As nostalgic childhood-turned-adult experiences like funfairs (28%), arcades (25%) and escape rooms (24%) trend, it’s clear adults want to enjoy the fun alongside kids this year
• This Spring, Ocado is revamping the iconic Easter egg hunt with prizes including everything from boozy eggs to seasonal decor and even premium lamb chops so parents can get involved too.

Easter flavours are growing up. From dark chocolate eggs to savoury hot cross buns, new data from Ocado reveals a surging demand for more refined and grown-up seasonal treats. 

While the classic egg remains a staple, adult-oriented flavours are seeing unprecedented growth. Searches for “dark chocolate Easter eggs” are up 247%* year-on-year on Ocado.com, while alcohol-infused chocolate has surged in popularity, with products such as the Guinness Rugby Ball Easter Egg growing 355% over the same period. Likewise, Champagne truffles have also seen a 33% increase around Easter, as adults look to elevate their celebrations with grown-up treats.

But it’s not just the traditional chocolate that consumers are looking for something a bit different. Reflecting a trend towards savoury twists on old favourites, M&S Extremely Cheesy Hot Cross Bun sales rose 113% year-on-year on Ocado.com. Drinks-wise, the ‘grown-up’ Easter basket is completed by significant surges in luxury beverages, including Nicolas Feuillatte Reserve Exclusive Champagne Brut, up 631%, and Terrazas de los Andes Organic Malbec soaring 2390% year on year.

However, while our taste buds have evolved, the “fun” has historically remained firmly in the hands of the children. Research commissioned by Ocado reveals a “participation gap” in British households, with two in five adults (41%) *** now describing themselves as ‘organisers’ rather than participants at Easter.

This role of parents as organisers is reflected in a boom for seasonal aesthetics. Rather than just buying chocolate, parents are curating the environment; sales of porcelain rabbit decorations are up 265%, while floral Easter-themed table covers have risen 455%. For many, the joy of Easter has become the joy of hosting, yet one in four (25%) adults admit they still feel a sense of ‘FOMO’ as they watch the younger generation enjoy the thrill of the hunt.

Tapping into the trend for nostalgia-led adult experiences – like the rise of adult arcades (25%) and escape rooms (24%) – Ocado launched The Everything Hunt to bring back the joy of childhood this Easter.

Designed for families and the 60% of adults who say they’d love to take part themselves, the hunt swaps chocolate-only prizes for a curated mix of “everything” that makes Easter a success: from boozy treats and brunch-ready ingredients to premium roast centrepieces and all the trimmings.

Dan Elton, Chief Customer Officer at Ocado Retail, says: “We’ve seen first-hand how Easter tastes are evolving, with our customers increasingly looking for bolder flavours and more grown-up seasonal treats. While food will always be at the heart of Easter, and those moments around the table that bring family and friends together, it’s also about making sure the fun of the occasion can be enjoyed by everyone. The Everything Hunt allows us to bring back a bit of that nostalgic childhood joy while reminding everyone that Easter can be just as entertaining for adults as it is for kids.”

From boozy treats to brunch essentials and Easter décor, Ocado brings together everything you need for Easter in one place – explore the full range at Ocado.com. 

-ENDS-

Notes to editors:

*Ocado search and sales data taken from 16.12.2024-09.03.2025 vs 15.12.2025-08.03.2026

*** Consumer research conducted on 2,000 participants by 3Gem in February 2026