£6m loss of new recipe Cadbury Creme Egg

The maker of Cadbury Creme Eggs has defended the controversial change of recipe after losing millions in sales last year.

Research by analysts IRI for trade magazine The Grocer found that, in total, the best-selling brand’s Easter lines lost more than £10m (€13m) in sales in 2015.

The report says that the Creme Egg was the biggest loser after US owner Mondelez changed the recipe so that the shell is made from standard, traditional Cadbury milk chocolate instead of Cadbury Dairy Milk.