In recent weeks, we've already seen chocolate eggs hit supermarket shelves.
Although Easter is still a while away, British retailers are getting in quick to promote the best deals for the festivities.
Now Marks and Spencer recently delighted with its "23 Carrot Gold Egg" – but it left some shoppers slightly confused.
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Posting to its 2million followers on Instagram, M&S wrote: "So who's ready to start talking about Easter?
"Introducing our eggs-ellent '23 Carrot Gold Egg'."
The new addition is made from golden blond chocolate before being coated in edible gold leaf.
It comes complete with salted caramel-filled chocolate bunny ears for sweet-toothed Brits.
M&S ended its post: "Who's going to be picking one of these up this week?!"
In the photo, it shows the orange carrot taking centre stage with bunny ears carefully placed next to the big chocolate treat.
The post garnered over 4,800 likes in the space of four hours on Wednesday morning.
But despite some shoppers getting excited for Easter, others made a joke about the "love carrot".
One asked: "Who on Earth thought that 'carrot' was a good idea? Are you certain it isn't a Valentine's 'top shelf' item?"
Another joked: "Jeezus let us draw a breath we've just had Valentine's – yesterday!"
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Meanwhile, a third person claimed it looked like something from kinky retailer Ann Summers.
The user wrote: "Looking like an advert for Ann Summers! I thought you were better than this M&S."
And a fourth chimed in: "Girthy," as a fifth posted: "Looks rather phallic to me."
A sixth Instagram user said the carrot looked a bit rude.
What do you make of the Easter egg promo? Let us know in the comments below!
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