Faced with a rising tide of commercialisation and secularism at Easter the Church of England is adopting an ‘if you can’t beat them, join them’ attitude with the launch of “The Real Easter Egg.”
Retailing at £3.99 the Fairtrade milk chocolate egg will go head to head with more secular offerings from next spring, tempting chocaholics with the promise of a charity donation from every sale.
A religious message is relayed to consumers via overt Jesus branding on the packaging together with an eggsplanation of Easter’s Christian origins.
The Bishop of Manchester, the Right Rev Nigel McCulloch, is convinced that the chocolate egg will go down a treat with church goers: “It tastes good and it does good,” he said at its launch.
None of the 80m Easter eggs sold in the UK each year currently carries a religious theme.