Market and Economics

Meaningful Chocolate and the meaningless M&S Dinosaur Easter Egg


Chicks and bunnies are a bit passé, so now we have the M&S Dinosaur Easter Egg. A decorated hollow milk chocolate T. rex with mini eggs in a speckled candy shell, all wrapped in a vast amount of plastic and pointing prophetically to the crucifixion and resurrection of Jesus from the upper Cretaceous Period.

From paganism Easter came, and to paganism Easter returns. Blessed be the M&S Dinosaur Easter Egg.

On the other hand, there’s the Real Easter Egg from the Meaningful Chocolate Company. It’s the only Easter Egg that explains the real meaning of Easter. Yes, out of the whopping 80 million chocolate Easter Eggs sold each year in the UK, none other explains the meaning of Easter. No, not even the M&S Dinosaur Easter Egg of the Cretaceous–Paleogene extinction event.

The Real Easter Egg is the UK’s first and only Fairtrade charity egg to explain the events of Easter, and it does so with the aid of a handy booklet . Each year the content design changes, and their 2016 range is really quite splendid. No dinosaurs, no nasty plastic and no kiddy-fad commercialism. The Meaningful Chocolate Company uses Fairtrade chocolate and part of its mission is to fight poverty through trade, working with Traidcraft. And unlike the M&S Dinosaur Easter Egg, the Real Easter Egg has so far raised more than £200,000 for charity.

And the venture is attracting some impressive celebrity endorsement. Dame Judi Dench says: “This is both educational and charitable and has my full support.” Sir Ben Kingsley says the Real Easter Egg symbolises “the real meaning of Easter”. The Archbishop of York says at all in a picture:

Sentamu - Real Easter Egg

It’s a no-brainer, really. You can have a truly delicious Real Easter Egg which proclaims the resurrection of Jesus and tells the world of the joy of salvation, complete with ethically-sourced ingredients and environmentally-friendly packaging. Or you can have a plastic M&S Dinosaur Easter Egg which speaks of another reality altogether – one which has absolutely nothing to do with the events of 2,000 years ago.

The Meaningful Chocolate Company is a phenomenal success story and a great blessing to us all. They are taking orders directly via their Online Shop. Discounts are available for schools and churches. Go on..