The Bishop of Bolton, the Rt Rev David Gillet, has revealed a shocking poster which shows the typical range of supermarket goods on offer to children for this year's Halloween.

The poster forms part of 'Halloween Choice', a campaign that is challenging supermarkets and stores to offer a wider range of merchandise to people who want to celebrate Halloween in an alternative way. The poster features actual masks available for parents or children to buy, one of which depicts a serial killer from a film, and carries the tag line - 'Not all parents want to see their kids dressed as monsters or murderers this Halloween.'

Last month the Bishop sent a letter to the UK's top supermarket chains challenging them to offer some alternatives to the horrific masks and costumes on sale, so that parents and children could make up their own minds on how to celebrate Halloween. He also wanted to begin a debate on exactly what place Halloween should take in modern Britain.

In the letter he wrote, "Amongst your Halloween displays, I would like to see products that enable parents, teachers and children to choose a positive, alternative way to celebrate Halloween. In the same way you offer your customers a choice with Fair-trade goods, organic or 'free from' allergy ranges, many people are similarly asking questions about the lack of alternatives in the current range of 'traditional' Halloween products.

"Given the huge influence you have on how families celebrate Halloween, I think that if you meet this challenge you will be making an important statement about your company's willingness to accept the responsibilities that come with being one of biggest suppliers of Halloween merchandise in the UK. Your stance will help send a message to those who use the event as an opportunity to act in a way that intimidates the vulnerable in our society, and will help promote a wider debate about exactly what place Halloween should take in a modern Britain."

The Church of England communications office has revealed that two major high street chains have responded positively to the campaign:

Sainsbury's
The Bishop received a message from the office of Sainsbury's CEO, Justin King, saying they agreed there was a case for giving customers choice and they liked the ideas and his suggestions for an alternative. Their seasonal buyers will act on this campaign next year.

Woolworth's
Chief Executive Officer, Trevor Bish-Jones, wrote: "If I am honest, Halloween in the world of retail is just viewed simply as a children's party theme based around witches and scary cats etc. I do not think any conscious consideration is given to its ultimate derivation. Increasingly across the business we are coming across instances where our range takes account of different religious perspectives, e.g. in our stores within the Asian community we celebrate Diwali by selling chocolates and cards to support festivities. I will take your letter and the 'Better than Halloween" publication and use it inside the business to promote debate. I am not sure what the outcome of this will be but I can assure you we will give it full consideration."

However, other stores are reluctant to consider the bishops' call for a range of goods:

Asda have been reluctant to rethink their range. They have not replied to the letter. However, responding in the Daily Mail, Asda said: "We are certainly not trying to trivialise evil or encourage bad behaviour. We are sorry the Bishop feels this way but we are in business to sell the kinds of things our customers want to buy.

"Most people find Halloween fun. It is a fun time when where they dress up and have a party.

"If we can help them to do that, it is what we will do."

Tesco have written to thank the Bishop for writing, saying they will respond fully soon.

Morrison's have not replied.

Somerfield issued a general reply informing the Bishop that they have no option in their range. It was a standard letter sent to businesses that are selling products.

A website has been launched to support the campaign. For more information please click www.halloweenchoice.org