People with Cadbury Heroes advent calendar thought they were 'going mad' this morning
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It's the first day of the month, and not just any month - it's December, which means advent has begun and people will be discussing how 'Christmassy' they feel with increasing frequency.
For the prepared, it meant this morning was marked with an advent calendar chocolate.
This is normally quite a pleasant and exciting way to kick off the day. But for many with Cadbury Heroes calendars, the experience was more stressful than anything.
No, there wasn't inexplicably a Bounty or a dog turd in there - people couldn't even find the first window at all.
Some people took to social media to demand a refund, complaining they'd been ripped off.
"Good start to Advent, @CadburyUK. Heroes Advent Calendar hasn't got a '1'! Ha ha ha," one person wrote on Twitter.
Another said they thought they were 'going mad' when they couldn't spot it, while another added: "My son was most upset. I demand a refund.
"And then the pain of getting the Twister, which he doesn't like. Not a good day for him."
Another disgruntled Twitter user wrote: "@CadburyUK my Heroes advent calendar didn't have a number on door 1.
"I spent several minutes looking. I only know it was door 1 by process of elimination.
"And to make matters worse, it was a bloody Creme Egg Twister. Raging."
Of course, Cadbury hadn't made such a glaring error and there is a 1 December window on the calendar; however, it is written in purple on a purple background, making it practically invisible to Christmas choccy-gobblers.
On Twitter, one customer complained: "And on today's s**tlist: The graphic designers at @CadburyUK who made the numbers virtually impossible to see on their Heroes advent calendar."
A spokesperson for Mondelez - which owns Cadbury - told LADbible: "We love sharing our festive range with Cadbury fans at this time of year and getting stuck into the Christmas spirit.
"We appreciate some of the doors on this year's Cadbury Heroes advent calendar have been a little harder to find than others, but we're hoping that just adds to the fun of our Christmas countdown – in addition to your delicious daily chocolate treat of course!"
There's always controversy surrounding chocolate at Christmas, and this year the big story has been the launch of Bounty-free Celebrations boxes.
The coconutty chocolate has been a fixture in Celebrations tubs for years, even though they're almost always the last sweets left in the tin.
Despite their unpopularity, they have retained their place alongside the likes of Galaxy and Maltesers largely due to their diehard cult following, who weirdly insist it is the best chocolate of the lot, even though it blatantly isn't.
This year though, the masses were listened to - kind of.
Mars Wrigley - who make Celebrations - teamed up with Tesco to trial a new 'No Bounty' tubs initiative in the lead-up to the festive season.
For a limited period from 8 November, customers in select stores featuring Christmas Market pop-ups were able to exchange tubs bought in-store that day with a new 'No Bounty Celebrations' tub.
In these limited-edition tubs, additional Mars, Snickers, Milkyway, Galaxy and the all-time favourite, Maltesers, were drafted in to make up for the missing Bountys.
Now Mars just needs to pull its finger out and make them a permanent fixture.