Cadbury’s has announced a promotion in which it has created a limited number of white chocolate Creme Eggs, with prizes of at least £100 for each one discovered.
Up to 400 are on sale in the same packaging as the standard milk chocolate version until Easter Sunday, April 1.
They are being stocked by selected independent and convenience retailers such as local newsagents and corner shops and in Sainsbury's Local, Tesco Express and Co-op branches.
However, the promotion caused a mixed reaction among fans of the product who treat any change to the recipe with suspicion after a backlash two years ago when brand owner Mondelez changed the recipe for the sweet fondant-filled snack.
Instead, the shell was made from a "standard, traditional Cadbury milk chocolate" instead of the popular Cadbury Dairy Milk.
Early response to the white egg on social media was mixed, with Tara Evans writing: "Cadbury's has gone all Charlie and the Chocolate factory on us."
I promise the world right now no matter how much I have to spend I will find this white Cadbury’s Cream Egg— Maximillian (@Maxiweaver11) January 3, 2018
Sami Harper posted: "Desperately need to find and eat a white Cadburys creme egg, couldn't care less about winning any money from it," but another person described it as "an abomination".
Consumers were bemused to see Easter Eggs on shop shelves almost immediately after Christmas, but Creme Eggs went on sale on New Year's Day, which is standard for the product.
US giant Kraft Foods bought Cadbury in 2010 and its global snacks business under the name of Mondelez International.
The now familiar Cadbury Creme Egg first hit the shelves in 1971.