In January, The Grocer reported that the chocolate company had lost £6m in 2015 because of the recipe change; the article also claimed that Cadbury was upping its marketing spend by £1m this Easter in a bid to reverse a Creme Egg sales slide of 7.4 per cent. The panic around plummeting sales figures also prompted the confectionary giant – now owned by US food mega-brand Kraft – to open a pop-up Creme Egg Café in London, with dishes such as a Creme Egg-filled toastie, Creme Egg tray bake, and strawberries and creme (egg) on the menu. Cadbury is now also using Snapchat to reach a new generation of fans.