Food campaigner claims victory over label

A food labelling campaigner is claiming victory after Bird’s Eye agreed to drop the words ‘Great British Menu’ from a ready meal made with imported meat.

The packaging was highlighted by food champion Rob Ward as the sort which had the potential to mislead consumers when he launched the Honest Labelling campaign.

The dish in question was described as ‘Great British Menu – Roast Chicken Dinner.’ However, the dish used imported meat and is manufactured in Republic of Ireland.

Mr Ward said he was pleased that the words had been changed, although he still thought that more could be done.

“They have removed the words ‘Great British Menu…’ and replaced it with ‘Traditional’, he said. 

“I don’t think that this product, which is made in a substantial factory in Southern Ireland, reflects any traditional manufacturing process.”

A spokesperson for Bird’s Eye said: “Listening to our consumers is at the core of what we do and we were concerned to hear that some people found this particular product name misleading.

“As part of a seasonal product review we have since renamed this product the ‘Traditional Beef/Chicken Dinner’.”

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