The company usually only has the chocolate treat for sale between Christmas and Easter along with Creme Eggs. However, the launch of Cadbury's 'Mini Eggs on Holiday' campaign has given the eggs an early release.
The site for the campaign states: "After a busy Easter, our favourite little eggs are going on holiday! Buy a promotional pack of Mini Eggs on Holiday for your chance to win a luxury break, or one of over 5,000 instant-win prizes!"
It's drawn a mixed reaction of shock, excitement, and disappointment after breaking the 50 year Easter tradition.
Have I seriously just saw a load of mini eggs in a shop?? It's August tomorrow and Easter was ages ago...— Daisy (@DaisyTWBiebsJLS) July 31, 2017
i'm eating mini eggs and we're not even in the easter season and this is the most rebellious chocolate related sin i have ever committed. pic.twitter.com/8Agvy2KguK— Lee (@LeeLouRoberts) July 26, 2017
Is it me or do mini eggs taste better at Easter bc no offence im not enjoying these as much as I did when the Easter bunny brought me them— Naomi Jones (@naomijonees) July 22, 2017
Something tells me Cadbury didn't know what they should do with the unsold mini eggs from Easter pic.twitter.com/ZjEXdxRx3f— mitford (@mitford_w) July 22, 2017
!! mini eggs are not just for easter !!!! they're all-year-round chocolatey goodness— mills (@milliepickering) July 15, 2017
TURNS OUT THEY WEREN'T LEFT OVER EASTER CHOCOLATE, MINI EGGS HAVE LAUNCHED A "HOLIDAY/SUMMER" RANGE. MINI EGGS ALL YEAR ROUND— Femmanist (@emma_healey) July 6, 2017
Responses have also accused Cadbury of being greedy.
Angus Kennedy, who edits Kennedy's Confection magazine and runs the annual World Chocolate Forum, told the Daily Mail: "I think it's sad. Part of the magic of this brand is that it is rooted in a season.
"When I was a child you'd only ever see Easter eggs on Easter Day itself. I think it's a case of greed."
The promotion runs from 5th June 2017 until 31st December 2017.