Shoppers across the UK have been left stunned and confused after discovering that a popular chocolate treat now carries a higher price per kilogram than a cut of sirloin steak. The dramatic shift, spotted on the shelves of major supermarkets Sainsbury's and Morrisons, is being driven by a significant surge in global cocoa prices throughout 2025.
The Shocking Price Comparison on Supermarket Shelves
Customers have reported seeing standard sharing bags of Maltesers priced at £4 in both Sainsbury's and Morrisons. This works out to a staggering £31.74 per kilogram. The situation is even more extreme for smaller packs, with a 30g bag at Morrisons costing £1.20, which equates to £40 per kilo.
In a direct comparison that has left many baffled, both retailers are selling premium cuts of beef for less. Sainsbury’s offers a 225g British or Irish 21 Day Matured Sirloin Steak for £7, working out at £31.11 per kilo. Similarly, Morrisons sells a 227g British Sirloin Steak for the same £7, which is £30.84 per kilo – making it cheaper, weight for weight, than the honeycomb chocolate balls.
Rapid Price Rises and the Cocoa Crisis
The root cause of this confectionery inflation is a sharp increase in the cost of cocoa. Industry reports indicate that for every £1 worth of chocolate on a supermarket shelf, the cost is now a minimum of £1.15. This pressure is causing swift and repeated price adjustments at the checkout.
Data from The Grocer highlights the speed of these changes. In Asda, for example, 93g packs of Maltesers rose from £1.61 to £1.75 during October 2025. Merely five days later, the same product saw another hike, jumping to £1.88.
Retailers Look Ahead to Christmas Spending
Amidst these rising costs, supermarkets are already strategising for the festive season. Asda, a rival to Sainsbury's and Morrisons, has emphasised its focus on helping customers manage Christmas expenses, with seasonal products appearing early.
An Asda spokesperson explained their approach, stating: “We know how important it is for our shoppers to be able to spread the cost of Christmas and we start to see searches for Christmas products on Asda.com as early as August.” They noted that confectionery is a key item for customers who like to prepare well in advance.
Sarah Coles, head of personal finance at Hargreaves Lansdown, commented on the early retail trend. “Every year we say that Christmas is coming earlier, but starting in August has been the norm for some retailers for years,” she said. Coles explained that for supermarkets, there is a major incentive to encourage early stocking up, with the expectation that festive treats will be consumed long before December 25th, prompting repeat purchases.
The combination of record cocoa prices and early festive planning is creating a perfect storm for grocery budgets, leaving consumers to grapple with the new reality of their shopping baskets.
