WE may be in the midst of a late summer heatwave, but clearly some people are thinking ahead to Christmas – as Morrisons has already started selling mince pies.
An eagle-eyed shopper posted an image of the festive dessert on sale at their local Morrisons in Sheffield on August 16.
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The photo, on Instagram account @newfoodspotteruk, shows a pack of six shortcrust mince pies, priced at £1.50 and set to expire on August 29 – almost four months before Christmas.
Mince pies are also available on the Morrisons website at the same price point. As well as shortcrust, deep filled (£2) and puff pastry (£1) mince pies are also now on sale.
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“Get stuffed it’s still summer,” commented one outraged follower. Others were less concerned, with one remarking that the pies “need some Baileys squirty cream [clapping emoji]”.
Morrisons is not the only major retailer with Christmas products for sale in the height of summer. Rival supermarket ASDA were already selling their range of mince pies in June.
Meanwhile, B&M were recently at the centre of an online spat after they were caught stocking Advent calendars and selection boxes.
One concerned commenter complained: “The way the chocolate is going in b&m during this heat, I would hate to think what it would be like in Dec!”
It’s also not the first time shoppers have noticed Morrisons stocking festive treats in summer.
Earlier in August, a father of three was shocked to find Milkybars branded with snowflake and other yuletide imagery on the shelves. Last year, The Telegraph reported that the chain was selling six different types of mince pie by the end of August.
When it comes to non-food items, like Advent calendars or decorations, experts note that August is the ideal time to start shopping and bag a bargain.
We’ve approached Morrisons for comment.