Easter Egg Price Wars Result in Modest Discounts

A broken Icelandic easter egg and the candy inside it.

The price of Easter eggs has gone down in the last couple of weeks as stores compete with pricing strategies. The cheapest chocolate treats can be found in Bónus, Extra and Krónan, while the most expensive eggs are in 10-11, Iceland and Krambúðin, Vísir reports.

In Iceland, Easter eggs are topped with a figurine, most often a yellow chick, and filled with candy along with a piece of paper with a proverb written on it. They are a ubiquitous part of Easter festivities among Icelandic families.

Big difference between stores

The Icelandic Confederation of Labour (ASI) has reviewed the prices of Easter eggs and found that the lowest prices have gone done by a few percentage points. On March 8, Heimkaup lowered their prices, with Extra, Bónus and Króna following suit.

The three stores where prices remain unusually high are 10-11, where the Easter eggs cost on average a whopping 40% more than the lowest prices, and Iceland and Krambúðin with a 38% and 37% deviation respectively. The biggest difference was on the price of a small “lava egg” from candy company Góa, which cost ISK 140 [$1, €0.90] in Krónan, but ISK 249 [$1.81, €1.70] in 10-11.

Bónus leads the way

Bónus consistently had the lowest prices, according to ASI’s review. Of the 34 Easter eggs under review in Bónus, the store sold 28 of them at the lowest price. Extra sold 34 of their 48 eggs at the lowest price, while Heimkaup sold 32 of the 46 eggs reviewed at the lowest price.

Þorrablót Feasts Return After Two-Year Hiatus

After a two-year hiatus during COVID, 2023 marks the return of Þorrablót, a midwinter feast inspired by the food traditions and pagan celebrations of medieval Iceland. Demand is expected to be high over the coming weeks and local food producers are scrambling to prepare. RÚV reports that Icelanders are projected to eat some 60 tons of traditional þorrablót fare, which ranges, on the more appetizing end of the spectrum, from hangikjöt, or smoked lamb, to soured meats that have been pickled in whey.

A not-so-ancient festival

Þorrablót coincides with the old Norse month of Þorri, which this year, begins on January 21 and continues through February 18. But while the feast does have its roots in ancient tradition, “…there is really nothing that connects [that tradition] to the present-day feasts of the same name,” food historian Nanna Rögnvaldadóttir writes in Icelandic Food and Cookery. Instead, Nanna explains, the festival was largely the creation of “…a restaurant owner in Reykjavík in the late 1950s—he thought there might be a market for the disappearing traditional Icelandic foods that had never been served in restaurants before.”

A traditional Þorrablót spread includes hangokjöt, or smoked lamb, as well as a variety of preserved sour dishes, or súrmatur. Súrmatur, as Eygló Svala Arnarsdóttir explains, “includes soured blood and liver pudding, ram testicles, sheep-head jelly, brisket and lundabaggi, a roll of secondary meats. Also eaten at Þorrablót is putrefied shark and buttered dried fish. A traditional type of bread served alongside the Þorri dinner is flatkaka, a special Icelandic rye flatbread.”

Pickling prep started in August

A traditional Þorrablót buffet. Screenshot via RÚV.

Þorrablót is typically celebrated with large, buffet-style feasts. Workplaces, cultural associations, and villages all host their own, well-attended festivities, something that was obviously not possible during COVID. This changed the way that þorramatur (food for þorrablót) was packaged and sold over the last few years, namely that stores began selling single-serving, pre-portioned þorrablót plates that could be eaten at home.

These TV-dinner-style plates proved popular and will still be sold this year, but there’s also a resurgence in demand for þorramatur in banquet-ready quantities. This means that local meat processing companies like Norðlenska have their hands full for the next few weeks. Andrés Vilhjálmsson, marketing director for Norðlenska, says that he fully expects that some popular þorrablót products will sell out this year.

Meats being preserved in whey at a Norðlenska processing plant. Screenshot via RÚV.

Þorrablót is a feast of all the food that survived the winter, primarily meat and fish that has been dried, salted, smoked, soured, pickled, or cured. What this means in practical terms for producers today is that preparations had to start all the way back in August. “There really are a lot of steps,” affirmed Norðlenska’s quality control officer, Bára Eyfjörð Heimisdóttir. “You have to boil food down, which is tricky, you have to pickle it in whey, and you need to have good whey and monitor that whey closely. So we’ve been working hard.”

Something sour is a relief after all that Christmas candy

Þorramatur is not for the faint of stomach, but Bára nevertheless finds the season’s sour spreads refreshing after all the sweetness of the Christmas holidays. By February, she says, Icelanders are “all trying to get moving, to get away from all the sugar and carbs and shift completely to protein. And that’s where soured foods and all this þorramatur scores high.”