Sainsbury's appeals in chicken korma row

11 August 2013

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12 August 2013 | Will Green 

Sainsbury’s will appeal a decision by the Advertising Standards Authority (ASA) in a row with Tesco over the provenance of own-label brands.

Sainsbury's made a complaint to the ASA regarding Tesco's Price Promise, which the supermarket claimed did not take enough account of ethics and provenance when comparing products such as chicken korma and ham. 

The ASA did not uphold the complaint, but Sainsbury’s says it will take its case to the independent reviewer of ASA adjudications.

Mike Coupe, Sainsbury’s commercial director, said: “The support from customers as well as respected bodies such as the National Farmers' Union and the Woodland Trust has been overwhelming – they agree with us that where our food comes from and how it is produced really does matter and that Tesco should not be allowed to argue that they don’t. So we’ll be stating our customers’ case to the independent reviewer in the clearest possible terms.” 

In its original complaint to the ASA, Sainsbury’s said its chicken korma and ham is sourced in the UK while Tesco sources them from the EU and these factors must be taken into consideration in price-matching goods.

A Tesco spokeswoman said: “Our customers love Price Promise and the great value it gives them. We are confident that the product comparisons it makes are fair and both our customers and the ASA agree.”

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