Sweet Sensation: How TikTok Forced a Christmas Tradition to Change
In a festive shake-up, the chocolate giant behind Celebrations has been compelled to abandon a long-standing tradition for its advent calendars. Nestlé Confectionery is releasing a special, limited-edition batch of Numberless Advent Calendars after what the brand describes as 'overwhelming demand' sparked by a social media frenzy.
The chain of events began when content creator and shopper, Elena Castellana, purchased a unique Celebrations calendar that featured no numbers on its doors. This design meant chocolate lovers could open any door they fancied, breaking the rigid countdown to Christmas. Her discovery, shared on TikTok, quickly captured the imagination of the internet.
Public Demand Reaches Fever Pitch
The online reaction was immediate and fervent. On platforms like Reddit, users expressed their sheer delight at the concept of a rule-free festive treat. One user emphatically declared, “It’s not a want… it’s a NEED!” Another hailed the innovation as “the best thing to happen to Christmas since Quality Street tubs got bigger.”
This groundswell of public opinion did not go unnoticed by the brand. A spokesperson for Celebrations confirmed the special release, stating: “The response to our Numberless Advent Calendar has been phenomenal. We’ve seen countless fans express their delight and jokingly demand their own, proving that a little bit of festive spontaneity is exactly what everyone needs this Christmas.”
The Bitter Side of Sweet Treats: Shrinkflation Hits Christmas
This innovative launch comes against a backdrop of rising costs affecting the confectionery industry. Recent reports confirm that 'shrinkflation' is impacting popular Christmas chocolate tubs. For instance, the tub of Mars's Celebrations now weighs 500g, a reduction from the 550g it offered in 2024.
Industry experts point to persistently high ingredient costs as the primary driver. Andrew Moriarty, a cocoa expert at commodity analysts Expana, explained that while some costs have fallen, they remain elevated. “Though raw material prices like cocoa butter have come down nearly 45% [in sterling terms] over the last 12 months, they remain substantially higher than in the years prior to 2024,” he noted.
A spokesperson for Mondelēz International, the parent company, emphasised that altering product sizes is a “last resort.” They added, “However, we are continuing to experience significantly higher input costs across our supply chain, with ingredients such as cocoa and dairy costing far more than they have done previously. Meanwhile, other costs, such as energy and transport, also remain high. This means that our products continue to be much more expensive to make.”
This combination of viral-driven innovation and economic pressure paints a complex picture for UK consumers this holiday season, where a demand for festive fun meets the reality of rising production expenses.
