Lucy Lawson/PA Wire

Easter not mentioned on '80 per cent of chocolate egg boxes'

Easter has "all but disappeared" from the packaging of chocolate eggs and other seasonal treats, research by a weekend newspaper has concluded.

Examining hundreds of Easter products sold online by the so-called Big Four supermarkets in the UK, the Sunday Mirror found only one-in-five named the Christian festival.

Dave Male, the Church of England's director of Evangelism and Discipleship, told the tabloid: "It's a pity but we're confident most people call them Easter eggs".


Tesco, Asda, Sainsbury's and Morrison's dominate the UK groceries market.

Of them, Tesco was found to offer the least Easter products which directly referenced Easter - 40 out of 202.



Similarly, only 26 of the 150 items available at Asda featured the word 'Easter' in their packaging.

The Sunday Mirror says "egg makers and sellers insist they heavily market the religious message".

Darren Collingwood/PA Wire
Handout photo taken with permission from the Twitter feed of @DCollingwood40 of an Easter Eggs display in a Tesco Metro on Deansgate, Manchester.


Earlier this month, Humanists UK said customers should not be "duped" into believing criticism that marketing and packaging for chocolate Easter eggs do not go far enough to promote the season's Christian roots.

Meanwhile, the advertising watchdog recently said firms must "tread carefully" and ensure Easter-themed advertising does not cause "serious or widespread offence" among believers.

Premier has contacted Tesco, Asda, Sainsbury's and Morrisons for a comment.

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