Waitrose & Partners’ hit Easter treat, the private brand Chocolate Avocado is making its first appearance at Christmas this year, with the sell-out confection being given a sparkly seasonal makeover.

The chocolate version of millennials’ favorite fruit has gone full-on festive and is sporting a golden glow this Christmas. The ‘flesh’ has been created using a caramel white chocolate, giving a unique, creamy flavor to complement the rich, dark chocolate shell. For the finishing touch, the avocado has been sprinkled with a gorgeous golden shimmer.

“Some people enjoy avocado for breakfast on Christmas morning, but this one is an extra special sweet treat for the big day!” says Product Developer Kate Kind. “This year we are predicting grown-up confectionery will be a big trend for the festive season so it seemed the perfect time to introduce a new addition to our Christmas selection.

“Our customers love all things avocado, but our Chocolate Avocado proved so popular that we decided to create this special version with added sparkle just for avo-lovers this festive season.”

Although the sweet treat is shaped like an avocado, it’s 100% chocolate with no avocado flavoring. The shell and stone are made using 70% cocoa from carefully selected sources, along with a smooth, caramel flavor white chocolate middle.

The Waitrose & Partners Chocolate Avocado became the fastest-selling own-brand Easter egg ever in 2018 and this Easter, the supermarket saw sales of the playful confection soar, while baby versions of the chocolate avo became the best selling Easter treat.

Waitrose & Partner Golden Chocolate Avocado will be available in Waitrose shops and on Waitrose.com this Christmas priced at £9 for 250g. to

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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.