Waitrose has unveiled its most exclusive Easter Egg this year - a Heston Blumenthal egg, which contains a nest of edible paper and a handful of gourmet eggs. The egg is priced at £20, but with only 8,000 of them on the shelves, there are those who are already predicting a sold-out success.
So should you invest in one?
The eggs will be in stores tomorrow. They are certainly unusual. The outside of the egg has been hand-sprayed with chocolate for a velvet effect. Inside are eggs containing mandarin ganache chocolate on vanilla-flavoured shredded edible paper.
Chris Moore, Buyer at Waitrose says, "Premium Easter Eggs are rising in popularity, so it was definitely the time to introduce a Heston from Waitrose egg. We've been working with Heston for over a year to create an egg that will really stand out from the crowd. There's nothing else quite like it!"
The store has hinted that it is expecting the product to sell out. It's part of the Heston from Waitrose range, which all started with Heston's Hidden Orange Christmas Pudding - which has been a sell-out for the last four years.
Should you buy one?The eggs themselves look fun, and at £20 they're actually cheaper than Tesco's most expensive offering: its Tesco Finest Medley of Eggs costs £25 (although you get more than three times as much chocolate in the Tesco egg and it was named the season's best egg by Good Housekeeping).
It also compares well on price against gourmet chocolate brands. Hotel Chocolat, for example, has a number of luxury eggs priced around the £30 mark. However, they are far more expensive than a typical egg from a luxury brand. Lindt, for example, tends to market most of its eggs at around £10.
There is always the chance that this becomes a sold-out Easter must-have. In the first year of Heston's Christmas puddings, canny shoppers were buying them for £13.99 and then selling them on eBay for anything up to £250. However, you have to wonder whether the kind of crazy Christmas mentality which could lead someone to spend £250 on a pudding will ever apply at any other time of year.
It's also worth pointing out that most of his range hasn't created anything like this kind of reaction. His Lapsang Souchong Tea Smoked Salmon, salted caramel popcorn ice cream and Earl Grey and Lemon gin sit calmly on the shelves year-round without ruffling feathers.
Clearly by only making 8,000 of these eggs the supermarket is trying to create the kind of stir you only get when demand outstrips supply. However, it's far from a safe bet that any Easter egg (however exclusive) will ever reap rewards on the second-hand market.
If you have the cash to spare and fancy something a bit different, this egg could be a bit of a talking point. However, it's unlikely to prove a cracking Easter investment.