Woolworths has launched a virtual Easter egg hunt online for its customers who are unable to buy their traditional Easter eggs from the collapsed chain.

Woolworths, which will be relaunched this summer as an online shop by Shop Direct Group, this week launched a competition on a specially launched site, Woolieswonderland.co.uk

Customers who sign up to the site can take part in an Easter egg hunt in a virtual world with the chance to win a family home entertainment system.

Shop Direct Group chief executive Mark Newton-Jones said: “For most of us there is a real sense of tradition in getting an Easter egg from Woolworths.”

He added: “As we are bringing Woolworths online, it makes sense to use social media as a channel to keep in touch and the Woolworths Easter Wonderland is a great way to generate some fun for our customers.”