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Cadbury Tells Stores Renaming ‘Easter Eggs’ as ‘Gesture Eggs’ To Remove The Displays, Stores Comply

Cadbury Tells Stores Renaming ‘Easter Eggs’ as ‘Gesture Eggs’ To Remove The Displays, Stores Comply

There is nothing to be gained by marketing to a vanishingly small segment of the population, and apparently Cadbury got the message.

I have bones to pick with Cadbury, not the least of which being that American ‘Cadbury’ is pretty much just Hershey and thus crap chocolate. I was also not happy when Cadbury decided that their Easter Egg was too large, so they shrunk it, and now it’s awful. And, weirdly, was sold for the same price as the former perfectly balanced treat.

But call an Easter egg a “Gesture Egg,” and I am done. Ten kinds of done.

There is nothing to be gained by marketing to a vanishingly small segment of the population, and apparently Cadbury got the message.

Cadbury, perhaps reacting to intense backlash, is attempting to remove itself from the controversy, but I find it hard to believe such a change was made to the brand without their knowledge and approval.

The full text:

Cadbury’s Chocolate store slammed for renaming Easter Eggs ‘Gesture Eggs’ to avoid upsetting those of different faiths.

The chocolate company is selling the eggs at a branded Cadbury discount store in Lincolnshire, UK.

Christian customers have reacted furiously on X to the sign calling it ‘outrageous.’

The company however has claimed the specific store that features the sign is run “completely independently” and they were not directly responsible for the “gesture eggs” – instead saying the retailer that operates the store solely made the decision.

However, it is being reported that this was not done at only one store.

This wasn’t the only shop selling the “Gesture” Eggs. Many other Cadbury outlet stores in Cheshire Oaks, Wirral, and Alfreton, Derbyshire, were also promoting them.

The BBC reported that parent company Mondelez issued this statement:

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 have contacted Freshstore, the independent retailer who put up this poster in a very limited number of stores, and we understand they will be taking these posters down.

It seems that a trial balloon was launched and immediately became lead, dropping back to earth in record time. This is a good thing, proving once again (ahem, Bud Light) that massive public outcry works.


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Gesture? I confess I don’t understand what kind of gesture and to whom it is being made.

    slagothar in reply to DSHornet. | March 29, 2024 at 9:18 am

    Virtue signalling to the woke

      Lucifer Morningstar in reply to slagothar. | March 29, 2024 at 9:26 am

      Virtue signaling to the woke and attempting to appease the Religion Of Peace™ for whatever reason.

        Oh grow up. This has nothing to do with Islam.

          Hodge in reply to JR. | March 29, 2024 at 11:18 am

          Yeah, that’s silly…. it’s not like the Islamists kill people over things which they decide offend them.

          AF_Chief_Master_Sgt in reply to JR. | March 29, 2024 at 12:12 pm

          Great Britain is no longer English. Great Britain is under control the control of the Religion of Pieces.

          Murders, acid in the face, police arresting anyone who dare say anything against Pedophile Muhammad.

          guyjones in reply to JR. | March 29, 2024 at 3:01 pm

          Such an astoundingly naive and dim-witted pronouncement. Western dhimmitude colors every single one of these cultural and theological decisions. It’s foolish, infantile and dishonest to contend otherwise and to deny the obvious.

          Obnoxious and increasingly violent and fascistic assertions of Muslim theological supremacy and intolerance have been a glaring part of political and cultural life in the U.K., the Netherlands, France, Sweden and other European countries, for the past twenty years.

          Yet, you possess the astounding gall to claim that this is not the case, and, that such Islamofascistic manifestations haven’t influenced the corporate capitulation that is at issue, here.

          steves59 in reply to JR. | March 29, 2024 at 10:47 pm

          Jesus, are YOU thick.
          Know anything about Britain’s current demographic issues?
          Do a bit of research and come back.
          NOW do you get it?

        The Gentle Grizzly in reply to Lucifer Morningstar. | March 29, 2024 at 12:33 pm

        I seldom agree with JR but in this case, I do. The ones doing most of the screaming are the purple-haired ugly female incels.

        Do you really think that the Muslims in America are responsible for Cadbury changing Easter Eggs to Gesture Eggs? The change is due to the Left wanting to erase all associations of Easter to Christianity. It has nothing to do with Islam. If you think that this is being done because of Islam, then you are deranged. If I need to remind you: The Easter Bunny is not real.

          Milhouse in reply to JR. | March 30, 2024 at 9:28 am

          “in America”?!

          Lucifer Morningstar in reply to JR. | March 30, 2024 at 10:06 am

          >>Do you really think that the Muslims in America are responsible for Cadbury changing Easter Eggs to Gesture Eggs?

          Great Maker, you are just so fecking pathetic. This didn’t occur in America. This occurred in Great Britain. The United kingdom. So no, no moslems in America were responsible for this idiocy. So if you’re going to be such an a-hole at least read the fecking article before you respond and make such a fool of yourself.

      McGehee in reply to slagothar. | March 29, 2024 at 10:27 am

      And a rude gesture to everyone else.

    steves59 in reply to DSHornet. | March 29, 2024 at 10:02 am

    The kind of gesture is “F*ck You” and the gesture is being made to British Christians.
    It is a combination of virtue signaling and a desire to be eaten last by the Islamic crocodile.

They must be loaded with sugar.

I go for Lindt 85% dark cocoa and even a small egg would be too much at a time.. 1/40 of a bar is a good snack size.

    diver64 in reply to rhhardin. | March 29, 2024 at 10:03 am

    Don’t say that to my wife.

    SField in reply to rhhardin. | March 29, 2024 at 10:08 am

    Lindt chocolate is some good stuff. Love the 85% dark and the chili pepper dark.

    TargaGTS in reply to rhhardin. | March 29, 2024 at 10:21 am

    Those Lindt Lindor dark chocolate truffles are like crack balls.

    alaskabob in reply to rhhardin. | March 29, 2024 at 10:51 am

    You are in luck. The Ministry of Truth reports that your chocolate ration will be 25 grams! Lindt is only for Inner Party though.

    Dolce Far Niente in reply to rhhardin. | March 29, 2024 at 11:25 am

    And now YOU are virtue signaling.

    thad_the_man in reply to rhhardin. | March 29, 2024 at 2:23 pm

    Not for me. There was Friday fasting, plus on Holy Saturday we would take our (real) basket full of stuff, some candy, a butter lamb, polish sausage, eggs, bread to church and get it blessed and we would eat much of this on Sunday. Some was left over for the rest of the week, So Easter was pretty special to me.

Replacing the word Easter with “gesture” might not sit well with the established customer base for that product.

They bud lited themselves. Go woke go broke. smh

E Howard Hunt | March 29, 2024 at 9:50 am

What a harebrained scheme to rebrand these religious symbols as gestation eggs. Nothing evokes the sanctity of the risen Christ more than a hopping bunny laden with a basket, filled with multicolored, candy eggs.

    rhhardin in reply to E Howard Hunt. | March 29, 2024 at 9:54 am

    I remember Easter as a kid and it was all eggs and candy as far as I was concerned. Nothing special about church services since I was forced to attend Sunday School until one day I wasn’t.

    The idea, not a bad one, was attend until you learn the traditions and then it’s your choice. You still know the traditions.

      BigRosieGreenbaum in reply to rhhardin. | March 29, 2024 at 10:55 am

      I like the Mini Eggs; solid chocolate with crunchy shell. I’m not offended when I eat them. I’m offended at other times, but never when eating chocolate.

        The Gentle Grizzly in reply to BigRosieGreenbaum. | March 29, 2024 at 12:42 pm

        I am offended by what passes as chocolate here in the US.

          I am offended by this ridiculous trope.

          There are all kinds of chocolate available in the US, from the amazing creations of small batch chocolatiers to the best that can be made from the big boys.

          The entire trope stems from the flavor of Hershey’s chocolate, which incorporates a ‘cultured milk(read ‘sour) flavor in the chocolate or cheap chocolate handed out as rations after WW2

          But there is such variety of chocolate available that this whole trope just sounds like eurotrash whining.

          And, yes, the word is ‘whine’. Not ‘whinge’

          The Gentle Grizzly in reply to The Gentle Grizzly. | March 30, 2024 at 8:08 am

          Azathoth: I refer to everyday products. I’m well aware of what’s available from the small outfits. But, try finding it in a small town. As for the mainstream products, my opinion, and it’s only my opinion, is that m&m Mars products makes one appreciate what comes from Hershey. Mars has become virtually inedible.

      thad_the_man in reply to rhhardin. | March 29, 2024 at 2:50 pm

      Sorry my response to you is above. Easter was special for me.

    Maybe the idea behind it is that young children aren’t capable of reading 1000 page bible and understanding christianity, so parents came to think its a cute way to get kids interested until they are old enough to have greater understanding.

    The Gentle Grizzly in reply to E Howard Hunt. | March 29, 2024 at 12:38 pm

    Or, biting the ears off a “chocolate” bunny.

What the hell is a “gesture egg” supposed to mean? Gesture for what?
If multiple Cadbury stores did this it’s impossible Cadbury themselves didn’t know about it

    geronl in reply to diver64. | March 29, 2024 at 10:52 am

    What is a Cadbury Store? If the local gas station sells Hershey does that make it a Hershey Store? The store in question was a Brad’s Discount Store, I don’t know what the other stores were called.

      The Gentle Grizzly in reply to geronl. | March 29, 2024 at 12:44 pm

      A Cadbury store is the same thing as a See’s store that sells See’s candy; a Lindt store that sells Lindt chocolate; or in those wonderful days of my past, Alan Wertz in Glendale.

    Milhouse in reply to diver64. | March 30, 2024 at 9:33 am

    Why would they know about it? Why would the store operator have even thought to consult them? He had an idea and went with it. It failed. But why this confidence that they “must” have known about it?

Used to love the eggs but I don’t know if they changed the formula but now, I cannot eat them without getting sick.

I can believe that they probably didn’t know stores were doing this because that’s how crazy the world is with leftists running things.

I never cared for Cadbury chocolate. It’s pretty low quality stuff. And this is just dumb.

2smartforlibs | March 29, 2024 at 10:25 am

I think we all have a gesture for Cadbury. As long as they have prayer rugs this is an attack on other religions.

We should come out with Flippin’-The-Bird-Eggs.

I’m looking forward to the Gesture Bunny bringing Gesture Eggs to my kids on Gesture Sunday. Happy Symbolic Friday and have a great Gesture Weekend!

Cadbury said the Springfields Outlet store was run “completely independently” by Freshstore and denied having any involvement in the “gesture eggs” promotion or poster accompanying it.

Did these signs show up in non-Freshstore retailers?

What kid of gesture was the egg doing? It boggles the mind…

Fat_Freddys_Cat | March 29, 2024 at 12:33 pm

Even if they really needed to rename Easter eggs, why didn’t they spend five minutes and think up a name that made some sort of sense? “Gesture eggs” is gibberish. For instance, they could have tried something like “Peace eggs” or “Love eggs”.

    healthguyfsu in reply to Fat_Freddys_Cat. | March 29, 2024 at 1:35 pm

    Agreed. And Easter eggs are a seasonal treat while “gesture eggs” would change their entire production and distribution plan if they wanted to even try to break even. There won’t be an explosion of “gesture egg” buys during the Easter season. It defies common sense.

Calling an Easter egg by a different name doesn’t change what it is. It’s no different than a man calling himself a woman. He’s still a man.

People say, “diversity is our strength.” It may be politically correct, but it’s a total lie. The fabric of America’s strength resides in our unity, not our diversity. But people are fooled so easily. So I guess I will go to the store and buy a dozen Gesture eggs.

When Christmas vacation became Winter break, a trend was reinforced. “Gesture” eggs are a illogical result. Catering to the lowest common denometer. In other words; Go woke, go broke.

DeweyEyedMoonCalf | March 29, 2024 at 1:10 pm

I have a gesture for Cadbury. No, it is not the middle finger salute. It is my “Unicorn Fist”.

While I wholeheartedly agree with Slippers take on the core subject, I would like to clarify that Cadbury chocolate is made with the same formulation as it was immediately prior to the sale to Hershey.
Unbeknownst to many, is that Hershey is a huge chocolate wholesaler and always has been. For example for years it supplied Mars with its chocolate and Reeses as well prior to the Reese family offering the company to its friendly chocolate supplier.
To this day Hershey sells chocolate to many first class chocolate candy manufacturers, all made to the order of customers. Some of it is very high end stuff with extreme quality control and very specific content. That is what it does and is considered one of the chocolate wholesalers in the world.

    #FJB <-- Disco Stu_ in reply to puhiawa. | March 29, 2024 at 4:50 pm

    Ohhh … and Kit-Kat too. My faves.

    At such time any of you may be anywhere near Hershey, PA, check out their giant store. Including MANY varieties of awesome Kit-Kat bars.

“…but I find it hard to believe such a change was made to the brand without their knowledge and approval.”

On the contrary, I find it trivially easy for this to have been done behind the boardroom’s back. A couple of ‘woke’ employees at the bottom level saying that ‘customers had been complaining’ (which really means a few of their woke pals) and a few minutes with a laser printer you have a display aimed to make .01% of the population happy and 99.9% angry.

Then Bob in Marketing gets a call. “What do you mean, ‘gesture eggs’ at our store? We didn’t do anything like that. Yes, I’m sure. Positive. Every promotion has to go through our office. Find out who did this and fire them today.”

They’re trying to backtrack only because it went so viral.

You don’t see this same crap magically appear in multiple different stores without somebody at Cadbury making a decision to do it.

    Milhouse in reply to Olinser. | March 30, 2024 at 9:38 am

    It didn’t happen at multiple different stores, it happened at stores operated by the same independent retailer. But even if multiple stores copied the idea, how would that involve the manufacturer? Why would they even think to consult the manufacturer?

This is part and parcel of the West’s ongoing, feckless, self-debasing and shameful dhimmitude. Cadbury would never engage in such an offensive and absurdly infantile act of theological/cultural erasure and debasement, if a holy day of the supremacist, totalitarian, belligerent and pathology-laden ideology of “Submission” was at issue; I guarantee it.

But, Judaism and Christianity are deemed to be fair targets for such theological self-censoring and concealment.

Just another instance of “son’t offend anyone (except the christians)”.

but I find it hard to believe such a change was made to the brand without their knowledge and approval.

No change was made the brand. The independent retailer put up a sign in his stores. Notice that the sign does not include the Cadbury brand, so there would be no reason to ask permission before doing this.

was nothing learned from Bud Lite?

    Milhouse in reply to MarkS. | March 30, 2024 at 4:36 pm

    Why would the retailer who did this have even heard of Bud Lite? Not only is he probably still unaware of what happened to it, he has probably literally never heard of it at all.

To those saying this was a deliberate insult to Christians, I doubt it. Remember this happened in a country where Christians are quite a small minority. The vast majority of people are not Christian and don’t understand Christianity at all, and have no idea how a Christian would react to this. The retailer probably thought this was a good way to expand the customer base for the product, and it never even occurred to him that actual Christians might take offense at it. He probably still doesn’t understand why they did.

Cuba bans Holy Week processions and Biden bans overtly religious designs on Easter eggs. Hmmm, I’m sensing a pattern here . . .

    Milhouse in reply to Q. | March 30, 2024 at 8:39 pm

    There’s no pattern; the White House has banned religious themes from an official White House event, not from anything else. And the rules for the egg roll have been exactly the same for years, including under Trump.