Tesco, Morrison's and other stores put egg on trial

For the first time ever, the UK’s biggest supermarkets are to stock a religious-themed Easter egg.

For three years, customers have pestered stores and bishops written letters of endorsement to senior management. Now, for the first time, leading supermarkets Sainsbury and Tesco will stock The Real Easter Egg, though stock levels will vary.

Launched in 2010, The Real Easter Egg is backed by church leaders including the Archbishop of York, Rt Rev John Sentamu. All the supermarkets turned down the idea at first so The Meaningful Chocolate Company, which manufactures the Real Easter Egg, sold more than 250,000 Real Easter Eggs through mail order. The leading supermarket turn-around is therefore a milestone.

The Bishop of Hereford, the Rt Revd Anthony Priddis (pictured), said: “I wrote to the supermarkets last year encouraging them to stock The Real Easter Egg. I am delighted they have taken the challenge seriously. 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. I encourage shoppers to hunt out a Real Easter Egg and complain if they are not being stocked.”

David Marshall, from the Meaningful Chocolate Company, said: “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. We have a Google map showing which stores are stocking the egg. It can be seen at www.realeasteregg.co.uk/locator .”

Out of 80 million eggs on sale in the UK, The Real Easter Egg 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. It is also the only Fairtrade egg that will appeal to children and adults with its free Easter story activity pack in the box.

Pictured on this page: (Top) The Rt Revd Anthony Priddis, The Bishop of Hereford, with Tesco Duty Manager, Sarah Matthews and (bottom) with Hereford resident Natalee Tozer at Tesco, Hereford.

 


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