REal Egg March 2013


undefinedThe UK's biggest supermarkets are to stock a religious-themed Easter egg for the first time. Sainsbury and Tesco will stock The Real Easter Egg this year, though stock levels will vary. The breakthrough follows a sustained Christian campaign to get the big retailers to stock the eggs.

Launched in 2010, The Real Easter Egg is backed by church leaders. And out of 80 million chocolate eggs on sale in the UK, it is the first and only one to explain the religious significance of Easter on the box. This year it is also the only charity Easter egg with more than £60,000 donated to Traidcraft Exchange from sales by Easter 2013.

All the supermarkets turned down the idea of selling The Real Easter Egg at first, so The Meaningful Chocolate Company, which manufactures it, sold more than 250,000 through mail order. The leading supermarket turn-around is therefore something of a milestone.

David Marshall from the Meaningful Chocolate Company said: “The response from Tesco, Morrisons and the Coop has been particularly encouraging. I am sure Sainsbury and Waitrose will also discover real demand for an egg explaining the religious understanding of Easter on the box and which supports charitable projects.”

David – a former Director of Communications in our diocese – added: “Our aim is to change the Easter egg market forever by making it more spiritual, more generous and more faithful. This is a great breakthrough – there are Real Easter Eggs available in some stores but quantities will vary. Tesco has the biggest supply across 450 of their largest stores. Morrisons and the Coop have quantities available in selected outlets. Sainsbury and Waitrose have only about 12 eggs in a small number of stores.” 

The Real Easter Egg is the only Fairtrade egg that will appeal to children and adults with its free Easter story activity pack in the box.

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Pictured above - David Marshall, director of The Meaningful Chocolate Company, withTesco duty manager Sarah Matthews

Page last updated: 3rd Mar 2013 12:00 AM