1. ITV Report

Archbishop of York: Egg hunt without Easter 'spits on Cadbury founder's grave'

Easter has been dropped from the name Credit: The National Trust

The Archbishop of York has criticised Cadbury after it emerged that this year’s Easter campaign in conjunction with the National Trust is called the “Cadbury’s Great British Egg Hunt”.

Some 300 Easter egg hunts will take place this year at National Trust properties.

Dr John Sentamu is not happy with Cadbury's dropping the word Easter Credit: PA

Speaking to the Daily Telegraph, Dr John Sentamu accused the chocolate giant of “spitting on the grave” of its religious founder by removing references to Easter from the the spring event it runs nationwide.

To drop Easter from Cadbury’s Easter Egg Hunt in my book is tantamount to spitting on the grave of Cadbury.

– Dr Sentamu speaking to the Daily Telegraph

Theresa May has also become embroiled in the row, saying a decision not to mention the religious festival in the title is "absolutely ridiculous".

Cadbury’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.

Cadbury, told the Daily Telegraph “we invite people from all faiths and none to enjoy our seasonal treats”.

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”.

Cadbury has been criticised by the Archbishop of York Credit: The National Trust

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.

– National Trust spokeswoman

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.

– Cadbury spokeswoman