Is this chocolate bar really worth $50?
On the face of it, it's a normal Cadbury chocolate bar. A 190 gram block, solid chunks that melt in the mouth, that overpowering sweetness. So far, so familiar.
But there must be something in the limited edition Cadbury Caramilk bar because it's sending people into a hoarding frenzy on both sides of the Tasman.
In Australia, they briefly appeared in Woolworths last week and are subsequently nowhere to be seen. Woolies website says they are not available for online order. Now, the bars are turning up on eBay for far more than they would normally retail for.
On the auction site, a pack of seven Caramilk bars is being touted off for $150 - that's more than four times the recommended retail price. It's not the only eBay listing for the bars.
"Forget Bitcoin, Caramilk is proving to be a wise investment," said Sara Czarnuch on social media.
Something about this chocolate bar, made in Dunedin, New Zealand, is making people go gaga.
The combination of white chocolate and caramel was last on regular sale 20 years ago.
Caramilk first reappeared in New Zealand last year and sold out in three weeks. Such a supermarket frenzy had not been seen since the Marmite factory in Christchurch came back online following the 2012 earthquake.
Savvy Kiwis were said to be selling the bars online for huge mark -ups to deprived Aussies, and some went for up to $50 a pop, reported the New Zealand Herald.
Now Cadbury has brought them to Australia, the bars are disappearing as fast as supermarkets can stock them, claims the company, which is part of US food giant Mondelez International.
But are they really all that popular, or is it all a gimmick with few bars on sale?
Cadbury spokesman Paul Chatfield insisted to news.com.au the rush was all due to customer demand.
"When Cadbury Caramilk was brought back for a limited time in New Zealand last year, we saw Kiwis selling blocks online to Australian buyers for over $30 a block.
"Given the demand from Aussie consumers, we've now brought a limited quantity to Australian retailers and feedback from the first stores to have the block on shelf is that they're disappearing fast."
Mr Chatfield said the rush could be fulled by nostalgia.
"Unlike developing an entirely new product, when we bring back an old favourite, we need to ensure we're delivering a taste experience that matches people's recollection of the product.
"Often people have a very positive, nostalgic view of a heritage product and the feedback from consumers to date has been that Cadbury Caramilk matches what they enjoyed about the original."
For British expats, it's also disarmingly similar to the UK's Nestle Caramac bar.
A Woolworths spokeswoman told news.com.au it was the unexpected reaction in New Zealand which persuaded them to bring Caramilk to Australia.
"We saw how Aussies responded to the limited run of Cadbury Caramilk available across the Ditch last year, so we jumped at the chance to get hold of stock for our customers this time around."
Mr Chatfield said the bars should be available in all major retailers.
"Cadbury Caramilk is arriving on shelves at retailers across the country this week, but given stock is limited, we'd recommend Cadbury lovers get in quick before it disappears," Mr Chatfield said.
Which is of course what they'd say (*exits office to find nearest supermarket*).