Outrage as Cadbury and National Trust drop word 'Easter' from egg hunts

Some 300 Easter egg hunts will take place this year at National Trust properties across the country, but this year's Easter campaign has been called the "Cadbury's Great British Egg Hunt".

Hunts are taking place in the Black Country at Wightwick Manor and Moseley Old Hall in Wolverhampton, Kinver Edge and Clent Hills near Hagley.

While chocolates will also be hidden the National Trust's Dudmaston Estate, Benthall Hall, Sunnycroft, Attingham and Carding Mill Valley in Shropshire.

Theresa May described the absence of 'Easter' from the title as 'absolutely ridiculous', Sandwell MP John Spellar condemned the decision as 'the worst sort of politically correct fake news' and the Archbishop of York accused the chocolate giant of 'spitting on the grave' of the company's religious founder.

Cadbury, which was founded by Quaker John Cadbury in 1824, denied that it had removed the word "Easter" from its marketing and communication materials, while a Church of England (CofE) spokesman accused the National Trust of "updating" the page overnight and "seemingly adding a few (references to Easter) in".

The chocolate firm's website makes reference to Easter in relation to the hunt in several places, but the word does not feature on the logo for the event.

Mrs May told ITV News: "I'm not just a vicar's daughter - I'm a member of the National Trust as well.

"I think the stance they have taken is absolutely ridiculous. I don't know what they are thinking about frankly.

"Easter's very important. It's important to me. It's a very important festival for the Christian faith for millions across the world. So I think what the National Trust is doing is frankly just ridiculous."

John Spellar, the Labour MP for Warley, said: "In all the years I have represented my incredibly diverse constituency not once has anyone complained to me about Easter events or Christmas events either for that matter.

"Why I am so incensed by this action is that it needlessly fuels public concern and worsens relations between communities.

"It's the worst sort of politically correct fake news, whether its big companies or public bodies these over promoted, over educated imbeciles should think before they make such daft decisions."

The National Trust said that suggestions it was downplaying the significance of Easter were "nonsense" while the chocolate firm dismissed the archbishop's claim as "simply not true".

The National Trust website invites people to "Join the Cadbury Egg Hunts" before adding: "Join us over the Easter holidays to run through muddy woodlands, around mystical lakes and along nature trails on a Cadbury Egg Hunt."

A National Trust spokesman said: "It's nonsense to suggest the National Trust is downplaying the significance of Easter. Nothing could be further from the truth.

"We host a huge programme of events, activities and walks to bring families together to celebrate this very special time of year.

"A casual glance at our website will see dozens of references to Easter throughout.

"Our Easter events include our partnership with Cadbury's, which has been running Easter egg hunts with us for 10 years.

"They've proved consistently popular with our members and visitors. As part of its wider marketing activity at Easter, Cadbury's will always lead on the branding and wording for its campaigns."

A Cadbury spokeswoman said: "It is simply not true to claim that we have removed the word 'Easter' from our marketing and communication materials.

"Each year our Easter campaigns have a different name and this year our seasonal campaign is called the Cadbury's Great British Egg Hunt.

"It is clear to see that within our communications and marketing we clearly state the word Easter and include it in a number of promotional materials, including our website, where we do also promote our partnership with National Trust at this seasonal time of year."