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The iconic purple packaging of Freia’s Easter egg has been replaced with white this year, igniting a flurry of discussion online as the popular treat appears on store shelves months before the holiday.
Norwegian chocolate lovers are reacting to a surprising change in the packaging of Freia’s beloved Easter egg. Spotted in stores as early as February – well before the remnants of Christmas decorations have been packed away – the Easter staple now comes in a white carton instead of its traditionally purple packaging. The shift has quickly become a topic of conversation on social media platforms like TikTok, with many expressing surprise and questioning the change.
Early Arrival and Pricing Concerns
The early appearance of the Easter eggs isn’t entirely unexpected. Retailers often stock seasonal goods in advance, establishing a higher initial price point with the intention of offering discounts closer to Easter. Currently, the Freia Easter egg is priced at NOK 89.90, consistent with last year’s cost. “The stores want to establish a high and stable advance price well before Easter begins, so that you can sell these eggs with a real super sale when Easter approaches,” explained a consumer lawyer at the Consumer Council, referencing similar pricing strategies observed in previous years.
This year, Palm Sunday falls on March 29th (week 13), with Easter week extending from March 30th to April 5th. Despite the early arrival, industry observers note that the premature appearance of Easter goods has become an annual occurrence.
A Delivery Issue, Not a Rebrand
Freia has addressed the packaging change, clarifying that it is due to logistical challenges rather than a deliberate design update. “We were actually supposed to have purple cardboard, but our cardboard supplier has had delivery problems, so this year the cardboard is white,” stated Pia Sandnes Mensvik, Brand Manager for Freia chocolate, to DinSide. The company assures consumers that the chocolate itself remains unchanged, maintaining “the same good taste Norwegians love.”
In a surprising twist, Freia is even encouraging customers to embrace the new packaging as a blank canvas. “Although this is not a situation we want, the white cardboard gives people plenty of opportunity to decorate with the color they want,” Mensvik added.
The change has prompted some playful speculation online, with some users jokingly questioning whether the white packaging resembled fingerprints. However, Freia has firmly confirmed that the product’s composition, including the presence of palm oil, remains consistent with previous years.
The shift from the iconic purple to white marks a notable departure from tradition, as the purple packaging has been a recognizable symbol of the Easter season in Norway since the early 1990s. Despite the unexpected change, Freia remains confident that the Easter egg will continue to be a cherished treat for chocolate enthusiasts.
