Morrisons is removing its in-store bakery signage after admitting its “made from scratch” claim was incorrect.
The supermarket chain has “advised all stores” to take down the signs after Real Bread Campaign filed a trading standards complaint about them in June.
Real Bread Campaign claimed Morrisons, which sells products made by third parties and rebaked in stores, was “failing to tell shoppers which bakery products were manufactured elsewhere”
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It added that the retailer omitted to tell customers which products were frozen between manufacture and sale, and which were manufactured overseas.
Real Bread Campaign said the grocer was using claims like ‘baked fresh daily’, ‘baked right here’ and ‘baked here every day’ to market these products, which was “compounding these omissions”.
Morrisons told Sky News: “We make the majority of our bread and rolls from scratch in 450 of our 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.”
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