Sainsbury’s has unveiled a series of new treats in its Taste the Difference range as it bids to make Easter a holiday of more indulgence.
Among the new launches is its Belgian Milk Chocolate Tiramisu Egg, inspired by the classic Italian dessert, and the Belgian Dark Chocolate Egg with Sea Salt.
“Shell eggs account for over 54% of the Easter confectionery category,” said Kantar client executive Joe Speller in The Grocer’s Easter category report 2025. He noted that shell eggs saw 11.1% value growth on volumes up 1.6% in the 12 weeks to 31 March 2024.
Hot cross bun fans are in for a treat, too. While the classic fruity version remains a staple, this year’s new arrivals include Coffee & Chocolate Chip. Also new is the Colomba Cake, a traditional Italian dove-shaped sponge with candied fruit and a hazelnut glaze.
Belgian Milk Chocolate Tiramisu Egg
£10
A creamy chocolate egg inspired by the classic Italian dessert.
Belgian Dark Chocolate Egg with Sea Salt
£10
A dark chocolate egg with a hint of sea salt.
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Assorted Swiss Chocolate Mini Eggs with Caramel-Almond-Nougat & Sea Salt
£4.75
An assortment of milk and dark chocolate eggs, with a caramel-almond nougat and hazelnut praline filling, and a hint of sea salt
Free From Extra Thick Dark Chocolate and Honeycomb Biscuit Egg
£8.50
A milk and gluten-free egg with honeycomb and rice biscuit balls.
Colomba Cake
£10.50
Made in the shape of a flying dove, this traditional Italian Taste the Difference Colomba Cake is a sponge cake with candied fruits, concentrated butter, hazelnut glaze and whole almonds.
The cake is known as a staple of the Easter season in Italy. Its arrival in the UK follows a surge in popularity of another seasonal Italian staple, panettone, at Christmas.
Colomba is similar to its Christmas counterpart in many ways, but is almost always shaped like a dove, hence the name colomba, which translates to dove.
@stopitaliansounding READ HERE FOR MORE ⬇️ A close relative to its Christmas cousin, colomba is enjoyed for Easter. It's shaped like a dove bird, hence the name colomba, which translated to "dove" in Italian. Similar to panettone, the dough is comprised of flour, fresh eggs, butter, and natural yeast. However, unlike panettone, this sweet cake doesn't have any raisins but instead is studded with candied orange peel. After the dough is placed into a dove-shaped mold, it is finally topped with pearl sugar and almonds and baked. Similarly to the panettone, after it is baked it puffs up and then is hung upside down so it doesn’t collapse on itself. This post is meant to inform, and not dictate to people how or what to eat/drink. It is up to the consumer to make the final choice when purchasing a product. #colomba #cake #easter ♬ Parla più piano - Frank & The Gangsters
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Orange Marmalade Hot Cross Buns
£1.80
Coffee and Chocolate Chip Hot Cross Buns
£1.80
Free From Apple and Cinnamon Hot Cross Buns
£3
The retailer has also invested in bringing its ever-expanding range of added value hot cross buns to shoppers in the free-from category.
It comes as own label innovation in free-from lags behind branded, making for branded products now boasting a value share of 67.5%, Kantar analyst Kishen Parekh told The Grocer for our latest category report on free-from trends.
Brands contributed £298.5m to the free-from category, more than double the £122.3m value gain of own label.
Free From Extra Fruity Hot Cross Buns
£3
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