Christian Easter eggs hit the supermarkets
But why do they care what Easter eggs we buy?
According to The Telegraph, the campaign has been going on for three years. The Archbishop of York, Dr John Sentamu, used his Easter sermon in 2010 to highlight that many children have no idea of the religious story behind Easter. Many have come to see it as a time for Easter bunnies and chicks, and have forgotten how sacred a day it is for Christians.
Bigger than JesusEaster has become big business. Every year 90 million chocolate eggs are sold in the UK, and the average child receives 8.8 of them. The most popular one in the world is the Cadbury's Creme Egg: we get through 1.5 million of them worldwide every day.
PR Week analysed the Tweets of people talking about Easter a few years ago to discover what they most associated with the time of year - Chocolate or Jesus. Chocolate was a clear winner, with Creme Eggs the most mentioned brand. It led the magazine to conclude that by this particular measure chocolate appeared to be bigger than Jesus.
CampaignThe campaign for a more Christian Easter was taken up by a number of people in 2010, including the Bishop of Hereford, Anthony Priddis, who lobbied supermarkets to add to their range with a Christian-themed egg. He was joined by other Church of England bishops and one Roman Catholic Bishop.
The egg is produced by The Meaningful Chocolate Company, a Christian fairtrade group which donates its profits to charity. Company spokesman David Marshall told Christian Today: "Our aim is to change the Easter egg market forever by making it more spiritual, more generous and more faithful."
The Telegraph says that Morrisons and the Co-op will sell these eggs nationwide. Tesco will stock the egg in 450 stores, Sainsbury's in 50 branches, and Waitrose will run a small trial.
Bishop Priddis told the Daily Mail: "I encourage shoppers to hunt out a Real Easter Egg and complain if they are not being stocked."