Britons are kicking up a ripe stink over what they perceive as an American insult to the particularly British institution that is the Cadbury Creme Egg.

If the uproar makes you wonder what the fuss is all about, you’re probably in the same bewildered boat as Mondelez International, the US firm owned by Kraft that bought over Cadbury in 2010.

On Jan 12, Mondelez announced that the Creme Egg would now use a “standard, traditional Cadbury milk chocolate” for its shell, rather than sharing the same recipe as Cadbury Dairy Milk chocolate as it has in the past.

While Americans were non-plussed by the news, the Brits took it personally and didn’t hesitate to express their anger at the news. “OUTRAGED!” says a woman with the Twitter handle @louise_gaul. “Leave our eggs alone!”

It's not the same, or is it? Cadbury Creme Egg fans in Great Britain cry foul after the company announced on Jan 12 that it changed the recipe for the chocolate shell of the egg-shaped confectionery. – Reuters

While the outburst is directed at the candy’s recipe tweak, much of it is fuelled by bruised nationalist pride sustained from the sale of the centuries-old Cadbury brand to Mondelez four years ago.

The anger expressed by British shoppers also seems to have been aggravated by other unpopular choices that Mondelez made.

Last year, the company stopped selling Cadbury chocolate coins and reduced the number of Creme Eggs sold in its multi-packs to five from six, citing “a range of economic factors”. The price of cocoa based on London futures contracts rose 13.1% last year, while the New York price climbed 7.4%.

While Brits are foaming at the mouth, US shoppers are keeping mum not least because the change only affects Creme Eggs in Britain, since those sold in the US are manufactured by Hershey. – Reuters