Morrisons is taking down in-store bakery signage which claims the products are “made from scratch” after admitting they were not fully accurate.
On 12 June, the Real Bread Campaign submitted a trading standards complaint about the signs, and the retailer has since “advised all stores” to remove them, Sky News reported.
The campaign group argued Morrisons was “failing to tell shoppers which bakery products were manufactured elsewhere” as some products are made by third parties and rebaked in stores.
It also claimed that the supermarket was not informing shoppers of which products were manufactured overseas and which were frozen between being made and sold.
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A Morrisons spokesperson 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.”
It comes as 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.
