Customers have called out the Co-op for a sexist advert that urges customers to buy an Easter egg for their daughters as a "treat" for "doing the washing up".
The advert says: "Be a good egg. Treat your daughter for doing the washing up".
On Facebook user wrote: "Come on The Co-op, surely you are better than this?
"You are proud of your Fairtrade status... this is one of the 10 stated principles of Fairtrade: Non-Discrimination, Gender Equity and Freedom of Association.
"The organisation does not discriminate in hiring, remuneration, access to training, promotion, termination or retirement based on race, caste, national origin, religion, disability, gender, sexual orientation, union membership, political affiliation, HIV/Aids status or age. Fair Trade means that women's work is properly valued and rewarded.
"Women are always paid for their contribution to the production process and are empowered in their organisations."
The Co-op has responded to complaints on Twitter, saying: "We are proud of our organisation's equality and diversity, we are sorry. We have changed the advert's wording."