Carmie Sellitto bit into a £750 Easter egg and called it a 10 out of 10. His comment section called it rent.
The 26-year-old food influencer, who reviews high-end products for 1.3 million TikTok followers, headed to the Prada cafe inside Harrods to track down the luxury retailer’s most expensive Easter egg.
He got the last one. It weighs 1kg, features intricate icing and hand-decorated design, and cost roughly what some of his viewers spend feeding a family for a month.
‘I feel like a prince’
Sellitto filmed himself examining the egg before tasting it, visibly aware of the absurdity.
“I cannot believe I spent £750 on this,” he said.
“It is a beast. I need to be so careful because it’s an actual masterpiece. Look at the details. It just doesn’t feel real.”
He bit into the top and described the dark chocolate as “the most expensive chocolate I’ve ever tried in my life, probably because it is.”
His verdict was unambiguous. “It’s 100% the best Easter egg I’ve ever tried in my life. I’m going to go ahead and rate this a solid 10/10.”
The clip picked up 296,000 views.
‘That’s food for a family of five for a month’
The audience was less convinced. “It looks so cheap,” wrote one viewer.
“Bro just lying to himself. I know it was mid,” said another.
“That’s rent. That’s food for a family of five for a month,” added a third. Others pointed out the egg had nothing inside it.
“Nothing inside the egg for £750 is outrageous.”
The split between Sellitto’s enthusiasm and his audience’s disbelief powered the engagement.
The Londoner appeared genuinely impressed. His followers appeared genuinely appalled.
Why it matters
Luxury food content works on tension. The creator’s job is to spend money that most viewers would never spend and then either justify it or admit it was a waste.
Sellitto chose to justify it, which turned his comment section into a debate about wealth, taste and whether any chocolate egg can be worth three quarters of a thousand pounds.
That debate is the content. The egg is just the prop. For food creators reviewing premium products, the lesson is that the audience does not need to agree with the verdict.
It needs to feel strongly enough to comment, and a £750 Easter egg rated 10 out of 10 during a cost of living crisis is more or less engineered to produce that reaction.
Sellitto will have known exactly what he was doing when he pressed record. The 296,000 views suggest it worked.
