Several UK supermarkets have come under scrutiny following an investigation revealing “misleading” and “fairly meaningless” food labels on fresh produce. The investigation, conducted by consumer rights group Which?, uncovered concerning practices at major retailers, including Sainsbury’s, Asda, Aldi, Lidl, and Iceland.
Researchers for Which? found that loose cauliflowers, red cabbage, courgettes, and onions at Sainsbury’s, as well as peppers, melons, and mangoes at Asda, lacked visible origin labelling on both the shelf and the products themselves. At Aldi, tomatoes from Morocco, parsley from Italy, and sweet mini peppers from Spain were displayed under a banner boasting “Championing Great British Quality,” despite their non-British origins.
Additionally, the investigation revealed instances of misleading information on product labels. For example, Lidl’s pack of sausage rolls claimed to be processed using “UK and non-UK pork,” while Iceland’s pack of gammon joints listed the pork as having “EU and non-EU origin.” Similarly, Aldi’s Crestwood bacon and cheese wraps and steak and gravy pie displayed Union Jacks and “Made in Britain” labels, despite containing pork sourced from the EU.
The findings of the investigation coincide with a survey of over 2,000 UK consumers, which revealed that just 51% find current origin information presented on groceries helpful. However, two-thirds of respondents indicated a preference for buying products labelled “British,” and the majority expressed the importance of knowing the origin of fresh meat, processed meat, and fresh fruit and vegetables.
Current labelling rules in the UK require meat, fish, fresh fruit and vegetables, honey, and wine to include a country or place of origin. However, the rules do not generally apply to processed meat or frozen or processed fruit and vegetables, unless it would be misleading not to provide origin labeling.
Which? has called for improvements in origin labelling to ensure that shoppers are equipped with the information needed to make informed decisions that align with their values. The consumer rights group plans to share its findings with the Department for Environment, Food and Rural Affairs (DEFRA) as part of its consultation on fairer food labelling.
Supermarkets implicated in the investigation have responded to the allegations, with Aldi, Asda, Iceland, and Sainsbury’s affirming their commitment to providing clear origin labelling on products. However, the revelations underscore the need for greater transparency and accuracy in food labelling practices to empower consumers to make informed choices about their purchases.
