Roshen's Easter treats, priced at 1,200 hryvnias, sparked an online controversy
A fierce controversy has erupted around the well-known confectionery chain Roshen in the run-up to the Easter holidays over the company’s pricing policy.
The public outcry was sparked by a post from Kyiv resident Olena Pashchenko, who was shocked by the price of egg-shaped chocolate candies—nearly 1,200 hryvnias per kilogram.
The author of the post noted that she bought the sweets purely out of curiosity, but was disappointed by the result.
“The taste is nothing special: chocolate and peanut crumbs inside. I bought them purely out of curiosity, but damn—1,200 hryvnias! That’s half of a Ukrainian pension,” the woman lamented on her Facebook account.
According to the manufacturer’s official website, “Eggs” candies consist of a cream-nut filling in milk chocolate and are covered with colored sugar glaze.
On the brand’s online store, the price for 100 grams of the product is 112.40 UAH, and the minimum order of 0.3 kg will cost the buyer 337.20 UAH.
The post quickly went viral, garnering over 1,500 comments and dividing Ukrainians into two camps.
Some users supported the author, criticizing the high cost of the product during difficult times, while others defended the brand, calling such sweets a luxury item.
“No one buys these candies by the kilogram. It’s like cheese for 4,000 or wine for 10,000—it’s not a product for everyday use,” noted Oleksandra Butsenko in the comments.
Many commenters advised choosing products within one’s budget, noting that the chain’s assortment includes significantly cheaper options costing 200–300 hryvnias.
Users paid special attention to the product’s ingredients, which include palm oil, food coloring, and emulsifiers.
Some commenters called for ditching industrial sweets in favor of homemade recipes, calling the store-bought product “half-chemicals” that don’t justify such a high price.
There was also no shortage of sharp irony regarding the political scandals of recent years.
“An egg costs 15.6 UAH—cheaper than what the Armed Forces of Ukraine were buying,” joked user Irena Farba, alluding to well-known corruption investigations in the field of defense procurement.
As a reminder, Roshen announced what would happen to product prices following the destruction of its warehouse.
Also, a Roshen warehouse is on fire following a drone attack in the Kyiv region.
