Ok, so we've just about recovered from the excess and indulgence of Christmas... and a bloody Turkish Delight Easter Egg arrives on shelves.
Images of the wondrous creation have started swirling around on social media this morning - which has caught everyone by surprise for two reasons.
One - Easter is three months away.
Two - Nobody knew Turkish Delight actually did Easter eggs.
A shopper spotted the egg during an innocent stroll around Iceland and excitedly snapped a pic to share with the Extreme Couponing and Bargains UK Facebook group.
The post has generated some fierce debate, with almost four-thousand comments from excited, irritated and bewildered customers alike.
Is it too soon to start chowing down on Easter eggs?
I mean, yes, obviously.
But there might just be an exception to be made here...