Morrisons stores are taking down in-store bakery signage which claims their products are “made from scratch” after admitting they were ‘not fully accurate’ following a complaint to trading standards.
Back in June the Real Bread Campaign submitted a complaint about the signs, and the retailer has since “advised all stores” to remove them.
The supermarket giant has a store on Victoria Retail Park in Netherfield.
Sky News reported the campaign group complained Morrisons was “failing to tell shoppers which bakery products were manufactured elsewhere”
They claimed some products are made by third parties and rebaked in stores.
A Morrisons spokesperson said they made ‘the majority’ of their bread and rolls from scratch in their 450 of in-store bakeries.
“However, for some of our more specialised items, we work with trusted bakeries, who supply quality products which are baked using ovens in store.
“We apologised for the incorrect signage which was on display and instructed our stores to take it down. We’re proud to have 1,300 skilled bakers and provide over 40% of the bakery apprenticeships in the UK.”
Sainsbury’s, Lidl, Co-op and Tesco have also been accused by the Real Bread Campaign of alleged “misleading” bakery marketing claims.
In June, the campaign submitted a trading standard complaint over how the four supermarkets are marketing their bakery products.
