retailworld
21-07-2010, 11:42
Tesco has been banned from showing an advert which implied that the supermarket bakes all of its bread from scratch in store.
The press ad stated “Fresh bread. Baked from scratch in our in store bakery. Using 100% British flour. So every single loaf is genuinely British … Born and bread".
The small print stated “Subject to availability. Selected UK stores. British Flour used in all products that are baked from scratch in store as stickered in pack. French Baguettes, Batons and products not baked from scratch excluded".
The Real Bread Campaign (RBC) challenged whether the ad misleadingly implied that bread was "Baked from scratch" in all stores, whereas RBC understood only 480 Tesco stores baked bread.
Tesco said that bread was baked from scratch in 504 of its in-store bakeries, whilst in 1,288 stores it used part-baked, or "bake-off", bread, which was finished in the in-store bakery.
The ASA said in a statement: “ASA understood that "bake-off" loaves were baked at another site then chilled or frozen, and finally re-baked or finished on the premises. In contrast, "scratch bakery" loaves were prepared and baked freshly from base ingredients on site.
“We considered that the claim "Fresh bread. Baked from scratch in our in store bakery. Using 100% British flour. So every single loaf is genuinely British ... Born and bread" was likely to be interpreted by readers as meaning that all Tesco stores with an in-store bakery baked their loaves from scratch.
“We understood that most Tesco stores had a bakery facility but that only 504 stores baked bread "from scratch". Because we considered that the ad implied that all Tesco stores with a bakery facility baked bread from scratch, which was true of only a limited number of stores, we concluded the ad was likely to mislead.”
The press ad stated “Fresh bread. Baked from scratch in our in store bakery. Using 100% British flour. So every single loaf is genuinely British … Born and bread".
The small print stated “Subject to availability. Selected UK stores. British Flour used in all products that are baked from scratch in store as stickered in pack. French Baguettes, Batons and products not baked from scratch excluded".
The Real Bread Campaign (RBC) challenged whether the ad misleadingly implied that bread was "Baked from scratch" in all stores, whereas RBC understood only 480 Tesco stores baked bread.
Tesco said that bread was baked from scratch in 504 of its in-store bakeries, whilst in 1,288 stores it used part-baked, or "bake-off", bread, which was finished in the in-store bakery.
The ASA said in a statement: “ASA understood that "bake-off" loaves were baked at another site then chilled or frozen, and finally re-baked or finished on the premises. In contrast, "scratch bakery" loaves were prepared and baked freshly from base ingredients on site.
“We considered that the claim "Fresh bread. Baked from scratch in our in store bakery. Using 100% British flour. So every single loaf is genuinely British ... Born and bread" was likely to be interpreted by readers as meaning that all Tesco stores with an in-store bakery baked their loaves from scratch.
“We understood that most Tesco stores had a bakery facility but that only 504 stores baked bread "from scratch". Because we considered that the ad implied that all Tesco stores with a bakery facility baked bread from scratch, which was true of only a limited number of stores, we concluded the ad was likely to mislead.”