Retailer axes half white product marketed using the word wholemeal
Iceland has withdrawn its own brand ‘50% white and wholemeal’ loaf after a trading standards complaint by the Real Bread Campaign
Print17 January 2023
UK food chain Iceland has withdrawn its own brand ‘50% white and wholemeal’ loaf after a trading standards complaint by the Real Bread Campaign.
“The law is clear on what you can and can’t name and market using the word wholemeal,” commented Real Bread Campaign coordinator Chris Young. “It’s good to see Iceland’s move in line with this, though they could’ve just renamed the product.”
Iceland is one of five companies to which the campaign wrote in June 2022 about the naming and marketing of their ‘half and half’ products. The Campaign continues to follow up its complaint about Aldi, Hovis, Jacksons and Warburtons with the trading standards teams at Bolton Metropolitan Borough Council, Buckinghamshire & Surrey County Councils, Hull City Council and London Borough of Waltham Forest.
The campaign also continues to lobby the government to review regulation of the words wholegrain and wholemeal as part of its wider Honest Crust Act work. On 12 December 2022, Defra advised “we are still considering the best course of action to address this issue.”
Young added: “Evidently there’s an issue with the content, understanding and enforcement of current legislation, a full overhaul of which is long overdue.”
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