Not made here, not made today.. Credit: Chris Young / www.realbreadcampaign.org CC-BY-SA-4.0
Supermarket removes ‘freshly made every day’ claim from some stores following Real Bread Campaign action.
Not made here, not made today.. Credit: Chris Young / www.realbreadcampaign.org CC-BY-SA-4.0
The change follows a trading standards complaint submitted by the Campaign in June 2024.
Following a recent refit of Sainsbury’s in Penge, signs that boasted ‘freshly made every day’ and ‘skilled bakers’ have been removed and replaced by ones that simply state ‘Loaves & Bloomers’. While the new signage includes the claim ‘freshly baked’, this is restricted to prefabricated pastries that are baked (but not made) in-store.
On 28 October 2024, a trading standards officer at Oxfordshire County Council, which has the Primary Authority relationship with Sainsbury’s, confirmed: ‘there is an ongoing review of the current labelling and signage in larger supermarkets (not Locals) and the resultant generation of new signage and labelling.’
The Real Bread Campaign coordinator, Chris Young, noted the trading standard’s officer’s comment that Sainsbury’s is not reviewing the situation in its smaller stores. Young pointed out that in those outlets:
Young said: ‘We believe that, in common with most of the UK’s largest supermarket chains, Sainsbury’s is misleading shoppers by omission of substantive facts, then compounding this with marketing spin.’ He went on to say: ‘People have the right to know the truth so they can make better-informed buying choices. Knowing the facts, some will still buy products because they’re available, apparently cheap, and they like the flavour; other people might choose differently.’
The Campaign is waiting to hear back from the trading standards officer if he has advised the company that their review needs to encompass all of its stores.
The Campaign continues to pursue similar complaints about most of the UK’s largest supermarket chains, and to lobby for an Honest Crust Act of updated and improved composition, labelling and marketing standards and guidance.
18 November 2024: We asked the trading standards officer for a reply.
8 November 2024: We replied to the trading standards officer: 'It is very disappointing that you have not advised the company to remove any signage, and have no intention of even discussing with them the way they merchandise/display re-baked, prefabricated products, but thank you for the clarification.
To help me ensure that what I communicate about the case is accurate, what instruction or advice/guidance you have given Sainsbury’s regarding the issues we have been corresponding about for the past six months? Specifically:
7 November 2024: With regard to the way Sainsbury's merchandises re-baked prefabricated, the tradiing standards officer wrote: 'I have not spoken to the business regarding these areas as I do not agree that the points you have raised have merit in light of the current legal framework.' He added 'I never advised the business that they should / must remove any of their signage.'
See also
Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.
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