For fans, there's no right or wrong way to respond to the news that Zayn Malik has left One Direction. For PRs, it's a different story - so well done to Lidl for this.
The supermarket announced on Thursday they had decided to slash the price of their One Direction Easter Egg by a fifth.
"This is naturally devastating news for all the 1D fans out there, ourselves included. In times like this only chocolate will do, so we've decided to reduce our One Direction Easter eggs by 1/5, to help make things a little easier for everyone," the company said in a statement.