British Chocolate lovers should look no further for their Easter treat after Tesco’s finest* private brand Belgian Milk Chocolate Hidden Egg has beaten the best of the high street, including luxury artisan rivals, to be voted the Good Housekeeping Easter Egg of the Year.

It’s the second year in succession that Tesco has won the coveted award. This year, the judges were impressed by the award-winning Hidden Egg and praised its decadent look and ‘meltingly smooth chocolate.’

The Good Housekeeping Institute assessed 127 Easter eggs on their appearance, aroma and texture to find the best eggs for kids, teenagers, adults, sharing and free-from.

With a score of 80/100, it came joint top in a blind taste test with the Bettys Trio Spring Flower Eggs.

In addition, Tesco also scooped second place in the Good Housekeeping Hot Cross Bun tasting with its finest* Extra Fruity Hot Cross Buns.  The buns were found to have ‘plenty of fruit’ and to be ‘delicately spiced’ – a winning combination for the testers.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.