Bishops attack supermarket agenda against Christian products

The Bishops of Oxford and Middleton have hit out at the big supermarket chains for sidelining the country’s only Christian Easter egg.

Secular Easter eggs will dominate shelves once again after only Waitrose, the Co-op, Morrisons and Booths put in orders for the Real Easter Egg.

The Meaningful Chocolate Company broke the commercial mould last year by producing the only Easter egg to explain the Christian meaning of the festival on its packaging. The egg is made from Fairtrade chocolate and part of the profits are given to charity.

The four supermarkets decided to trial it for a month last year and it was a runaway success, selling out within days as people walked past the Cadbury’s two-for-one offers.

The Meaningful Chocolate Company had expected supermarkets to ensure they were better stocked this year but instead, Waitrose reduced its order.

With the other three supermarkets also putting in small orders, the company says there will be less than 50 Real Easter Eggs for sale in each of their stores around the country.

Other major supermarket chains Tesco, Sainsbury’s and ASDA are not stocking the Easter egg at all.

The Rt Rev John Pritchard, Bishop of Oxford and chair of the Church of England’s Board of Education, said children were being “cheated” out of the chance to hear the Easter story.

“There seems to be a clear cut agenda to keep credible products, with any connection to Christianity, off the shelves,” he said.

“Last year churches and schools campaigned with their wallets and ordered tens of thousands online and complained to supermarkets which were not stocking enough.

“If we have to continue to campaign to establish The Real Easter Egg by placing orders online or supporting independent retailers, then so be it.”

The Rt Rev Mark Davies, Bishop of Middleton said: “We thought we had proven that people were not afraid to buy an Easter egg which mentions Jesus, gives money to charity and which helps in communicating the true meaning of Easter.

“It seems incredible that the only Easter egg gift on the market, which caters for the Christian community, is rejected or marginalised by our biggest retailers.”

A spokesperson for the Meaningful Chocolate Company said the decision by supermarkets not to stock the egg meant that Christians will struggle to find anything in the supermarkets that connects with their major festival.

It is advising Christians, churches and church schools avoid disappointment by ordering them online at www.realeasteregg.co.uk