SHOPPERS are being warned over misleading labels on supermarket shelves.
“Meaningless” country-of-origin labels could be leaving shoppers struggling to find out where their food comes from, according to Which?.
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The consumer group found that major supermarkets including Aldi, Lidl, Sainsbury’s, Tesco, Iceland and Asda were guilty of “misleading” packaging.
Under the current origin labelling rules, it is a requirement for there to be a country or place of origin label on meat, fish, fresh fruit and vegetables, as well as honey and wine.
But the rules don’t generally apply to processed meat or frozen or processed fruit and vegetables.
Although, there is a requirement to provide origin labelling if it would be misleading not to.
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Loose cauliflowers, red cabbage, courgettes and onions at Sainsbury’s, peppers, melons and mangoes at Asda and spring onions at Aldi had no visible origin labelling on the shelf or the products themselves.
Tomatoes from Morocco, parsley from Italy and sweet mini peppers from Spain were all spotted under a large banner decorated with a Union Jack and the words “Championing Great British Quality”, at an Aldi store visited by researchers.
In one Asda, Which? found cauliflowers that had a Union Jack on the shelf label, but were actually from Spain.
Product labels had “fairly meaningless” information, such as a pack of sausage rolls from Lidl which stated they were processed using “UK and non-UK pork”.
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While a pack of gammon joints in Iceland where the pork was labelled as “EU and non-EU origin”.
Aldi’s Crestwood bacon and cheese wraps had Union Jacks and “Made in Britain” on the front of the pack, even as the label on the back of the pack said they were made with pork from the EU.
The same was found with a steak and gravy pie from the discounter.
Elsewhere, there was a lack of consistency between some products.
For example, a whole own-brand pineapple in Tesco featured country of origin information, but a packet of pineapple chunks on the next aisle had nothing written on it at all.
While this isn’t against the current origin labelling rules due to the different ways that chopped fruit is treated, it is not massively helpful for consumers.
Researchers also found inconsistencies, such as Charlie Bigham’s lasagne ready meal, which lists its beef as British, but its moussaka on the other hand fails to mention the origin of the lamb used.
Which? surveyed more than 2,000 UK consumers for the study.
Two-thirds (64%) said they would be more likely to buy a product labelled “British” than one that was not.
Almost three-quarters of consumers (72%) said it was important to know where fresh meat comes from, while 51% said they wanted to know where processed and tinned meat comes from.
Which? said origin labelling needed to be improved if it’s to properly help shoppers make informed decisions that align with their values.
The watchdog said it would share its findings with the Department for Environment, Food and Rural Affairs for its consultation on fairer food labelling – which was launched on March 15.
‘INCONSISTENT AND MISLEADING’
Which? retail editor Ele Clark said: “Which? research has uncovered a surprising amount of inconsistent and misleading food labelling, suggesting that – even when the rules are properly adhered to – consumers aren’t getting all the information they want about their food’s origin.
“Shoppers want to know where their food comes from for multiple reasons, including supporting British suppliers and making more sustainable choices.”
Ele added that supermarkets should “particularly” focus on labelling loose fruit and vegetables more clearly.
“But manufacturers and retailers should also consider providing origin information on more processed meat products so shoppers are armed with the information they need to make informed choices,” she added.
An Aldi spokesperson said: “We understand that our shoppers want to know where the food they buy comes from, and we work hard to ensure that all our labelling complies with the rules.”
They added that this time of year that isn’t always possible, but it remains “firmly committed” to supporting British farming.
Asda said: “We have stringent processes in place to ensure country-of-origin is clearly displayed at the shelf edge and on products themselves where applicable, at all our stores.
It also said it has reminded staff at the particular store Which? visited of these processes so that customers are able to clearly see the country of origin.
A spokesperson for Iceland said: “At Iceland, our products are great quality and value for customers and we follow UK government guidance on food labelling, including country-of-origin.”
“We have processes in place to make sure country-of-origin information is clearly displayed on the product or shelf and we carry out regular checks working closely with our regulator, the Animal and Plant Health Agency,” said Sainsbury’s
A spokesperson for Tesco said the chain is committed to providing “honest and helpful” information so customers can make an informed decision on what they want to buy.
“We comply with all UK food labelling requirements, including country of origin labelling,” they added.
Charlie Bigham’s and Lidl did not comment on Which?’s findings.
ELSEWHERE
Since January supermarket labels now say online when imported goods don’t meet UK welfare standards.
The government also wants to introduce a “buy British” tab on all supermarket websites.
Tesco is the latest national supermarket to join the campaign after it recently launched a “Best of British” section on its website.
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Other supermarkets that have taken up the call to back Britain’s farmers include Sainsbury’s, Waitrose, Morrisons, Aldi, Ocado and the Co-op.
Asda is the only major UK retailer which is yet to announce a similar move.
How to save on your supermarket shop
THERE are plenty of ways to save on your grocery shop.
You can look out for yellow or red stickers on products, which show when they’ve been reduced.
If the food is fresh, you’ll have to eat it quickly or freeze it for another time.
Making a list should also save you money, as you’ll be less likely to make any rash purchases when you get to the supermarket.
Going own brand can be one easy way to save hundreds of pounds a year on your food bills too.
This means ditching “finest” or “luxury” products and instead going for “own” or value” type of lines.
Plenty of supermarkets run wonky veg and fruit schemes where you can get cheap prices if they’re misshapen or imperfect.
For example, Lidl runs its Waste Not scheme, offering boxes of 5kg of fruit and vegetables for just £1.50.
If you’re on a low income and a parent, you may be able to get up to £442 a year in Healthy Start vouchers to use at the supermarket too.
Plus, many councils offer supermarket vouchers as part of the Household Support Fund.
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