Choc and flaw: Why selection tubs are short on favourites

Ever wondered why you’re always left with Strawberry Delights when you really wanted a Purple One?

It’s because the odds are against you – as research shows selection tubs contain fewer of the favourites and more of the ones no one ever seems to want.

The hazelnut-in-caramel Purple One is the top pick for Quality Street fans, with a quarter naming it as their favourite.

But there are just five in a 720g tub, while there are 10 of the strawberry creams – loved by just one in 10.

Consumers want makers Nestle to halve the number of strawberry sweets and more than double the Purple Ones, the study found – and double the two Toffee Pennies.

Everything’s not coming up Roses for Cadbury devotees either. The thorn in their side is the Caramel Bite, which just one in 20 people would choose first.


There are six of them in a 660g tub, yet only five of the No1 choice, the Hazelnut Caramel. And Cadbury Heroes were heavy on the Eclairs, with 12 in a 660g tub, but light on the Wispas, of which there were just nine.

Mars Celebrations hit the best balance, with 10 each of Maltesers Teasers, Bounty, Galaxy and Galaxy Caramel, bringing a close match to shoppers’ expectations.

Harry Rose, editor of Which? magazine, which conducted the poll of 1,000 adults, said: “It’s not your family’s fault that your favourite flavours disappear so quickly – there really are too few Purple Ones.”


Nestle said it divides its selection into fruit creams, chocolates and caramel/fudge – each category making up a third of the total. It added: “That’s why you get more of the Strawberry Delight, which is one of only two fruit creams. We’ve increased the number of people’s favourites in this year’s assortment.”

Cadbury said: “We review the mix regularly.” Mars Wrigley said of Celebrations: “The random mix does make it perfect for sharing.”

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