UK retailer Waitrose & Partners shoppers are set for a surprise this Easter as the art of illusion is a playful theme in this year’s private brand Easter selection, including a new addition from the celebrity chef and master of food illusion himself, Heston Blumenthal.

From chocolate hen’s eggs that might initially have you reaching for an egg cup or poaching pod, to a Spring Lemon almost indistinguishable from the fruit itself, the line is full of surprises.

The master of irresistible invention, Heston Blumenthal is back with his new Heston from Waitrose brand  Eggstraordinary Chocolate Hen’s Eggs. These might look like they could be enjoyed on toast, but on closer inspection the eggs have been created from white chocolate and house a soft two-tone banoffee center, with layers of fresh banana purée ganache and dark chocolate caramel ganache.

Continuing with the theme of illusion, the Spring Lemon – complete with a leaf as if it’s just been plucked from the tree – looks like it’s ready to be sliced and squeezed. A surprising Easter treat, zesty lemon flavors fuse with smooth and creamy white chocolate for a unique sweet, yet citrusy flavor.

For a grown-up upgrade to a traditional Easter Egg hunt, the Heston from Waitrose Eggstraordinary Speckled Eggs are back by popular demand. At first sight, these blue speckled mini eggs might not look like anything out of the ordinary, however chocoholics will be delighted to find a delicious fleur de sel caramel filling.

Kate Kind, Confectionery Product Developer for Waitrose & Partners, comments: “This Easter we’re offering shoppers our most playful and colorful creations to date. In this year’s collection, we’ve focused on the art of illusion – a play on the unexpected, and the trend for fruity confectionery. We hope that shoppers will have as much fun tasting these treats as we had creating them.”

Other Easter showstoppers include the irresistible hand-decorated Squiggle Eggs, available in three delicious flavors including Dark Chocolate and Orange, White Chocolate with Raspberry and Milk Chocolate with Salted Caramel. Shoppers can also take a walk on the wild side with Chocolate Animals; a White Chocolate Elephant and Milk Chocolate Lion.

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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.