IKEA’s Flat Pack Chocolate Bunny Wins Easter

Just in time for Easter Swedish home retailer Ikea has released a flat-pack private brand beyond its furniture to the candy table: a chocolate bunny.

The VÅRKÄNSLA milk chocolate bunny comes in three separate pieces, which mean it’s easy enough to put together. This chocolate bunny is a whimsical expression of IKEA’s DIY assembly, minimal design, and flat-pack furniture.

IKEA’s website states: “Once put together, the bunny can be used as Easter decoration. Or be eaten straight away.” And with Easter right around the corner, the latter option may be more realistic.

The three-ounce chocolate sells for £2.95 ($3.85) in U.K.

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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.