Shoppers were invited to buy Cadbury’s ‘gesture eggs’ instead of Easter ones and the change has not gone down well with their followers.
Many agree there’s nothing quite like the taste of the chocolate in an Easter egg, there’s just something different about it, even though it’s made from the same ingredients as different shaped bars from the same brands.
Although one of the leading confectionery companies hasn’t meddled with the shape or taste of their famous and much loved Easter eggs, they have altered the name on an advertising board in a local shop and the change has not gone down well with those who believe in the religious meaning behind Easter or chocolate fans.
A poster outside an independently run discount store shop in Spalding, Lincolnshire, was offering a two for £10 deal on Cadbury "gesture eggs" rather than Easter eggs. Although the owners of Cadbury said it has no involvement in the promotion or its wording, it has drawn widespread criticism.
Head of public policy at Christian Concern, Tim Dieppe, revealed why he was confused that they had decided to remove the word Easter: "Without the message of Easter there would be no reason for Easter eggs. One wonders why Cadburys would want to erase the connection between Easter and eggs? If people stop celebrating Easter, they might well stop buying Easter eggs," he told MailOnline.
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The poster promoting the renamed Cadbury eggsHe went on to explain the religious connection and importance of the egg at this time of year: "Easter eggs symbolise the resurrection – just as Jesus rose again from the tomb, new life emerges from eggshells," he said. "They also symbolise the new life that we can have through the forgiveness that Jesus obtained for us on the cross, enabling us to be 'born again'."
The controversy quickly spread far and wide, with This Morning's new hosts Cat Deeley and Ben Shepherd discussing it in their morning news section and fans of Cadbury taking to
formerly Twitter to air their views. "Gesture eggs, Jesus wept," wrote one simply. Another ranted: "I’m not even religious and this gets my back right up, why are all things Christian being attacked right now, it’s become trendy to attack everything white and Christian… and it’s mostly by middle class white people." A third posted: "Couldn't think of a worse name.... and the flyer is utterly void of imagination."
However Mondelez, the company that owns Cadbury, said it had "no involvement" in the promotion at the independent store and told the BBC it had contacted Freshstores Limited which runs the discount store and been told they would be taking the posters down.
Do you agree that chocolate eggs should be called Gesture Eggs? Vote in our poll HERE to have your say.
A spokesperson for Mondelez International said: "All Cadbury Easter shell eggs sold in the UK reference Easter very clearly on the packaging – sometimes multiple times. Cadbury has used the word Easter in our marketing and communications for over 100 years and continue to do so with our new Easter product range. To claim anything otherwise is factually incorrect.
"We are proud of the role we play within families' Easter celebrations and have a wide range of products that can be enjoyed throughout the Easter season."
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