The great fresh bread swindle: Tesco ad that 'misleads' shoppers is banned

Run_to_da_hills · 21-07-2010 03:44PM #1

An add stating that fresh bread was baked at Tesco outlets had to be removed because of misleading the public.

Apparently the add ststed that fresh bread was baked in srore when in fact it was pre baked elsewhere and heated up at their stores.

Glad to see the advertising watchdogs do their job.

I am sure there are plenty of stores in this country doing the same type of carry on and getting away with it.

http://www.dailymail.co.uk/news/article-1296402/Tesco-ad-misleads-shoppers-freshness-bread-banned.html

foggy_lad · 21-07-2010 04:00PM

most supermarkets that claim to have their own in store bakery usually only get this "par-baked" bread and cakes and reheat them to finish off the cooking. it was never considered baking the bread as it is already baked to a level that it can be eaten much the same as the cuisine de france breads

wmpdd3 · 21-07-2010 08:56PM

Totally agree, I was surprised all supermarkets were allowed to called it baked as it is 'browned' in the shop.

I thought there was a loophole as they said baked rather than 'made in store'.

I was surprised to see the Superquinn doesn't make any bread in store either, the girl out there says everything comes in frozen too and the sponge cakes are made up on the day using fresh cream and long life sponges.

Still tastes lovely!

Guy:Incognito · 21-07-2010 09:34PM

Meh if it tastes ok who gives a ****.

Why do people care what companies say in ads? As long as they show the right price so I know what to pay if I want it I really dont care.

jor el · 21-07-2010 10:28PM

Good old Daily Mail; over exaggerating trivial matters since nineteen-dicketty-four. Is the bread fresh? Yes. Is it baked in store? Yes. Is it baked from scratch in store? No, that's the bit the ASA had a problem with.

Pretty much every shop, deli, supermarket, or restaurant that has fresh bread baked in store uses the Cuisine de France style part-baked bread that is finished off in store. It's still baked there (put in a hot oven, that's baking), and it's fresh, so what if it's not made from scratch.

eightyfish · 22-07-2010 10:32AM

jor el wrote: »

Good old Daily Mail; over exaggerating trivial matters since nineteen-dicketty-four.

It's still baked there (put in a hot oven, that's baking), and it's fresh, so what if it's not made from scratch.

As much as I hate the Daily Fail, I disagree with the above. Having bread baked in a bakery in store makes a HUGE difference to the quality of the product as anyone who shops in Superquinn will know. They have actual bakeries with actual bakers - the product differs slightly in each store and the bakers will add slightly different ingredients to cakes and such depending on the store and the day. Some stores bake products which other stores do not. It also means that the loafs of bread are not all identical. Much prefer freshly baked in store rather than pre-baked in a factory, chilled, stored, transported and then heated up in store.

eightyfish · 22-07-2010 10:35AM

Run_to_da_hills wrote: »

An add stating that fresh bread was baked at Tesco outlets had to be removed because of misleading the public.

Also I just looked at the ad - the problem is not just that they say baked in store, but they "Baked from scratch in our store bakery" which is a big fat Tesco lie. (at least in 2/3 of their stores)

seamus · 22-07-2010 10:57AM

It might depend on your definition of "baked" I guess. If it's not pre-baked but simply arrives in the store ready for the oven, then saying that it's baked fresh in-store is not misleading.

However saying, "Baked from scratch" gives the impression that it was *prepared* from scratch and I would argue that's misleading.

P. Breathnach · 22-07-2010 11:17AM

Stekelly wrote: »

Meh if it tastes ok who gives a ****.

Why do people care what companies say in ads? As long as they show the right price so I know what to pay if I want it I really dont care.

I care. I want people with whom I deal to be truthful.

If I pay a premium for organic produce, I want to know that it is organic; if I choose free-range eggs, I want to know that the chickens live outside battery cages; if I choose a vegetarian product, I want to know that it is free of animal product.

22-07-2010 11:55AM

jor el wrote: »

Good old Daily Mail; over exaggerating trivial matters since nineteen-dicketty-four. Is it baked from scratch in store? No, that's the bit the ASA had a problem with.

you mean the flour used is not milled in-store as well :eek:

sure, if its in the daily muck it must be true:rolleyes:

rubadub · 22-07-2010 12:07PM

eightyfish wrote: »

Having bread baked in a bakery in store makes a HUGE difference to the quality of the product as anyone who shops in Superquinn will know.

Maybe you missed this post

wmpdd3 wrote: »

I was surprised to see the Superquinn doesn't make any bread in store either, the girl out there says everything comes in frozen too

eightyfish · 22-07-2010 12:09PM

rubadub wrote: »

Maybe you missed this post

Sorry I did miss that. It's not true, though, they are the only Irish supermarket to have actual bakeries and bakers in every store. (I think)

Nolimits · 22-07-2010 12:36PM

Stekelly wrote: »

Meh if it tastes ok who gives a ****.

Why do people care what companies say in ads? As long as they show the right price so I know what to pay if I want it I really dont care.

You might care if you were an old fashioned Baker, baking from scratch in your own bakery and then you had tescos 2 minutes up the road pretending to do what you do but charging far less.

Pacing Mule · 22-07-2010 12:47PM

I used to work as a manager for superquinn and all the larger stores had their own bakeries with qualified bakers baking the vast majority of breads from scratch.

The newer and smaller express sites that opened were kitted out with bakeries similar to cuisine de frances setup - ie they arrived in part baked and were finished off in store.

Obviously this could have changed in the mean time but if you were talking to anyone in the newer sites they would have said all bread came in pre baked as thats the situation in those stores.

jor el · 22-07-2010 12:54PM

Nolimits wrote: »

You might care if you were an old fashioned Baker, baking from scratch in your own bakery and then you had tescos 2 minutes up the road pretending to do what you do but charging far less.

I don't think anyone's under the impression that Tesco bake from scratch in store, or that any convenience store or deli do either. It's all part pre-baked Cuisine the France style bread that's finished in store. Tesco in the UK were claiming that it was baked from scratch in the store, which is what the ad was pulled on.

jpb1974 · 22-07-2010 01:45PM

I don't think anyone's under the impression that Tesco bake from scratch in store

I was...

I thought they grew their own wheat, welled their water, fermented their own yeast, refined their own salt...

I'm devastated by this news.

22-07-2010 02:40PM

jor el wrote: »

I don't think anyone's under the impression that Tesco bake from scratch in store, or that any convenience store or deli do either. It's all part pre-baked Cuisine the France style bread that's finished in store. Tesco in the UK were claiming that it was baked from scratch in the store, which is what the ad was pulled on.

even better still - all tesco UK's par baked bread is made in Clondalkin from Irish flour.:D

ejmaztec · 22-07-2010 02:42PM

jpb1974 wrote: »

I was...

I thought they grew their own wheat, welled their water, fermented their own yeast, refined their own salt...

I'm devastated by this news.

...and they use their own equipment.

http://direct.tesco.com/q/R.206-1282.aspx

jpb1974 · 22-07-2010 02:59PM

Whilst were talking about bread and false advertising -

Does anyone actually believe that Pat the Baker's bread is so fresh it's famous?

Jumbo156 · 22-07-2010 03:11PM

wmpdd3 wrote: »

Totally agree, I was surprised all supermarkets were allowed to called it baked as it is 'browned' in the shop.

I thought there was a loophole as they said baked rather than 'made in store'.

I was surprised to see the Superquinn doesn't make any bread in store either, the girl out there says everything comes in frozen too and the sponge cakes are made up on the day using fresh cream and long life sponges.

Still tastes lovely!

Sorry, the bit about Superquinn is rubbish, All stores bake their bread from scratch,

Mr. Presentable · 22-07-2010 03:16PM

Jumbo156 wrote: »

Sorry, the bit about Superquinn is rubbish, All stores bake their bread from scratch,

This is true. Mind you, you pay for it....

keithclancy · 22-07-2010 03:38PM

wmpdd3 wrote: »

Totally agree, I was surprised all supermarkets were allowed to called it baked as it is 'browned' in the shop.

I thought there was a loophole as they said baked rather than 'made in store'.

I was surprised to see the Superquinn doesn't make any bread in store either, the girl out there says everything comes in frozen too and the sponge cakes are made up on the day using fresh cream and long life sponges.

Still tastes lovely!

I think you thinking of the Cuisine De France stuff, not the Superquinn bread.

Guy:Incognito · 22-07-2010 04:08PM

P. Breathnach wrote: »

I care. I want people with whom I deal to be truthful.

If I pay a premium for organic produce, I want to know that it is organic; if I choose free-range eggs, I want to know that the chickens live outside battery cages; if I choose a vegetarian product, I want to know that it is free of animal product.

Thats not the same as what the thread is about.

Tesco have bread. I like bread. I like the taste. I like th eprice. I eat bread. Whethe rit's baked in the store or in a bakery down the road doesnt matter a bit.

Ingredients are a different kettle of fish. Obviously you cant just make them up.

Would it make a difference if the free range chickens were in a field out the back or in a field in Roscommon? They are still free range. Theres a difference between that and saying they are free raneg but having them in cages in the basement.

Jumbo156 wrote: »

Sorry, the bit about Superquinn is rubbish, All stores bake their bread from scratch,

Not according to Pageant Messiah a few posts up.

eightyfish · 22-07-2010 04:12PM

Stekelly wrote: »

Tesco have bread. I like bread. I like the taste. I like th eprice. I eat bread. Whethe rit's baked in the store or in a bakery down the road doesnt matter a bit.

That's not what this thread is about either. Tesco advertised their bread as "baked from scratch in our in-store bakery." It wasn't. They lied. They got stung. That's all there is to it really.

Oh and the Daily Mail is a rag. Horrible stinking rag. Just had to add that.

Guy:Incognito · 22-07-2010 04:15PM

eightyfish wrote: »

That's not what this thread is about either. Tesco advertised their bread as "baked from scratch in our in-store bakery." It wasn't. They lied. They got stung. That's all there is to it really.
.

I know, and my reply to that fairly inconsequencial lie was "meh". It tastes the same whether it's made or heated in store. It makes no difference to the end user.

TBH I never even knew Tesco claimed that anyway so it's a non issue.

eightyfish · 22-07-2010 04:16PM

Stekelly wrote: »

It tastes the same whether it's made or heated in store. It makes no difference to the end user.

I don't agree with this :rolleyes: But each to their own.

Guy:Incognito · 22-07-2010 04:28PM

eightyfish wrote: »

I don't agree with this :rolleyes: But each to their own.

Well no one else noticed until the article.

I fail to see how you could tell the difference between 2 ovens the bread is heated in. They are only doing the same finishing in the store that would be done in the original bakers.

jpb1974 · 22-07-2010 04:28PM

To settle this we'll have to arrange something along the lines of a Pepsi Challenge... obviosly subbing the cola with breads.

eightyfish · 22-07-2010 04:35PM

Stekelly wrote: »

Well no one else noticed until the article.

This is about an ad being pulled in the UK. Tesco here don't promote themselves as in-store bakers.

I fail to see how you could tell the difference between 2 ovens the bread is heated in. They are only doing the same finishing in the store that would be done in the original bakers.

There's a huge difference. Just taste any fresh bread from a local bakery or Superquinn and compare it to any other bread. Just ask any professional baker, for that matter.

P. Breathnach · 22-07-2010 05:31PM

Stekelly wrote: »

Thats not the same as what the thread is about.

Tesco have bread. I like bread. I like the taste. I like th eprice. I eat bread. Whethe rit's baked in the store or in a bakery down the road doesnt matter a bit.
...

This thread is about truth in advertising.

The fact that you don't care about somebody telling you lies has no bearing on my right to be told the truth.

Nolimits · 22-07-2010 06:20PM

jor el wrote: »

I don't think anyone's under the impression that Tesco bake from scratch in store, or that any convenience store or deli do either. It's all part pre-baked Cuisine the France style bread that's finished in store. Tesco in the UK were claiming that it was baked from scratch in the store, which is what the ad was pulled on.

The poster above said who cares what they say in ads as long as the price is right. I was pointing out one group of people that would care, in this instance Tesco were saying they baked from scratch. I'm really not sure why you quoted me

The great fresh bread swindle: Tesco ad that 'misleads' shoppers is banned

Comments