Date published: 01.09.08 - not release date

Chocolate overtakes religion at Easter in the minds of the UK

As one of the most important dates in the Christian calendar fast approaches, it may come as a surprise to many that the majority of the nation does not see Easter first and foremost as a religious festival.

New research out today reveals that over 66% of people in the UK associate Easter with chocolate, while nearly one in ten think of Easter as just an extended bank holiday. And over ten percent of British people see Easter as having no religious connotations at all!

In fact, according to the survey by British luxury chocolate retailer, Hotel Chocolat, the UK sees receiving chocolate Easter eggs as nearly ten times more important than spending time with family over the Easter period.

Surprisingly, according to the research, our profession has a significant influence over our attitude towards Easter. Those working in the legal and education sectors are least likely to think of Easter as a religious festival while those in the Human Resources department have a slightly different view - with over 80% citing chocolate eggs as the only thing that matters during Easter! And if you work in the health care industry you’re most likely to be looking forward to the extra time off.

From the study, it would seem that getting the right Easter Chocolate egg is crucial to a happy fun filled four days. But what qualities should you look for? Well, more than 50% of the UK considers cheap chocolate as the worst thing about Easter eggs, and would rather pay extra for the chocolate quality, ahead of the sheer size of the egg. Hotel Chocolat has a history of creating quality chocolate Easter eggs three times thicker than the average Easter treat available elsewhere on Britain’s supermarket shelves. Whatever your thoughts are towards Easter, it is clear that chocolate has become an integral part of the celebrations. Just make sure you enjoy it with a quality chocolate Easter egg!

About Hotel Chocolat
Hotel Chocolat, the UK chocolate retailer, was founded over fourteen years ago by entrepreneurs Angus Thirlwell and Peter Harris with a vision of making chocolate exciting again for UK consumers bored by the mediocrity of what was available in supermarkets and on the high street.

Using quality, authentic ingredients is an ethos that has been fundamental at Hotel Chocolat since the beginning and the ‘no nasties’ approach bans the use of additives such as hydrogenated vegetable fat and artificial colours in order to let the pure chocolate flavours and aromas through.

Leo Kellgren
immediate future Ltd

Phone: 0845 408 2031
Leo.kellgren@immediatefuture.co.uk
http://www.immediatefuture.co.uk/