M&S launches cheeky new aubergine-shaped vegan Easter egg

Read Time:   |  25th January 2021

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M&S has launched a new treat for vegans this Easter, a vegan chocolate aubergine egg which also doubles up as a cheeky Valentine's gift!


We may have just waved goodbye to the festive season, but M&S is kicking off the Easter celebrations early with a tasty new chocolate treat!

Raising a few eyebrows on social media, the new cleverly-named Egg-Plant Kitchen egg is made from 55% dark chocolate and is shaped like an aubergine.

Announcing the news on social media, M&S wrote: “Stop scrolling: our ‘Egg-Plant Kitchen’ vegan Easter egg is here to brighten up your January in all its aubergine-shaped glory. You can thank us later. Pick it up in store now!”

Whilst it may appear innocent enough to those who simply think of aubergines as a delicious vegetable to add to curries and stews, in emoji-speak it has come to symbolise something a little more phallic!


Amused shoppers have been cracking up in the comments, with one tickled shopper commenting: “It’s not April fools yet M&S! Do you what the emoji is used for? Crying”

Another quipped: “Jesus isn’t the only thing that rose again at Easter!”

Other shoppers were less amused, with one bemoaning: “This doesn’t brighten up my January, it makes me sad, can’t even have Easter eggs just be Easter eggs anymore.”

Some shoppers missed the retailer’s clever play on words with the product name as the chocolate treat has been released under its Plant Kitchen brand.

One furious Twitter user wrote: “Why are you Americaniseing veg??? It’s an Aubergine!!!”

One thing’s for sure, whether you call it an aubergine or an eggplant, M&S’ aubergine Easter egg is sure to be a hit with chocolate lovers and vegetable fans alike!

The M&S aubergine Egg-Plant Kitchen Easter egg is priced at £6 and is available to buy in stores now.

Looking for a naughty vegan Valentine’s gift for your loved one?


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Vegan Food & Living

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