Morrisons has backed down after clients complained about its labelling of a rooster meat product as containing “non-EU salt and pepper”.
The grocery store chain’s salt-and-pepper rooster crown options the Union Flag on its label, which says that it’s “produced from British rooster”.
The label provoked an indignant response on Twitter, together with one accusation of stoking “anti-EU hatred”.
In response, the agency mentioned the wording was “an error for which we apologise”.
“We’re altering the packaging instantly,” its tweet added.
A spokesman for Morrisons mentioned: “It’s adhering to packaging rules slightly than making any political level.”
The grocery store mentioned it might change the packaging and de-emphasise the point out of non-EU salt and pepper, however mentioned it might nonetheless must be included someplace on the wrapping due to packaging legal guidelines.
Based on authorities steering on meals labelling, the time period “non-EU” have to be used on meat packaging when full nation info is unavailable.
From October subsequent 12 months, following post-Brexit rule adjustments, this might be changed by “non-UK”.
Nation of origin
Among the many reactions from clients, some identified the irony of a soon-to-be US-owned grocery store displaying its British credentials.
Final month, Morrisons shareholders accredited a multi-billion pound takeover provide from US personal fairness group Clayton, Dubilier & Rice (CD&R).
Others poked enjoyable on the wording in different methods, with one particular person tweeting: “I’ve simply had a take a look at my salt and pepper and it has no nation of origin on it. It’s from Aldi…
“Does that imply it’s non-EU or not? Is it protected to place it on an English rooster? Asking for Morrisons…”
One buyer raised the problem of meals miles, saying: “In different phrases, they get their S&P from someplace additional away, creating extra affect on the local weather.”
One other queried how helpful such info was for buyers, tweeting: “Except for anything, I’d have thought most traditional folks need to know the place foodstuff IS from, not the place it isn’t.”
The transfer comes within the midst of a debate within the meals retailing business about corporations’ rising tendency to make use of patriotic imagery on packaging, with commerce publication The Grocer figuring out it as a part of a post-Brexit “tradition warfare”.
Nevertheless, those that assist the development see the “made within the UK” tag as an indication of high quality slightly than a political assertion.