Lidl roasted over its ‘Union Jack’ on lamb ... from New Zealand
A MAJOR supermarket has been accused over its prominent use of the Union Flag on lamb products from New Zealand and Australia.
German- owned Lidl boasts about its support for British farmers.
However some of the lamb in its fresh meat aisles, which are festooned with Union Flags, come from producers on the other side of the world.
Industry analyst Steve Dresser, of Grocery Insight, suggested the labels used by Lidl appear, at first glance, to identify lamb steaks and lamb kebabs as British.
He has been backed by some shoppers who, fuelling the so-called ‘flag-washing’ row, argued the packaging was clearly ‘misleading’ and even ‘fraudulent’.
However, others pointed out the images were part of a representation of the flags of Australia and New Zealand which include the British flag against a blue background with either white or red stars.
Mr Dresser said it was important that pack labels were clear and suggested in this case they had been designed to fool busy shoppers. He added: ‘It’s the strategic use of the flag so it looks almost British.
‘Imagine you are shopping and this is adjacent to the British sourced product with the Union Jack everywhere. At first glance, you are drawn to the Union Jack, like you are with everything else in the aisle that’s British.’
Other shoppers objected to the labels with one saying: ‘ That is incredibly misleading’ and another describing the tactic as ‘rather naughty’.
One customer said: ‘Disingenuous at best. Fraudulent at worst.
‘There is only one reason to feature the Union Jack and it’s for provenance... Hope Lidl stop this deception quickly and have words with the branding manager.’
Phil Stocker, chief executive of The National Sheep Association, said: ‘ The agricultural industry is combating a period of extreme and unprecedented volatility within the marketplace, supply chains and input costs. Now is the time to champion British.’
A number of New Zealanders and Australians rejected the criticism of the labels, arguing they included a fair representation of the flags of their country. One simply said: ‘I mean dude, that’s literally our flag.’
Lidl presents itself as a champion of British farming on its website, saying: ‘At Lidl, we’re so committed to backing the future of British farming, that 100 per cent of our fresh milk, butter, eggs, cream, chicken and beef comes from our British suppliers.’ Two years ago, Lidl celebrated its Birchwood British lamb minted kebabs, which were named ‘ Best Lamb Product’ in meat industry awards.
The firm is currently selling a near identical product using NZ lamb, including a prominent Union Jack. Lidl declined to comment.
‘Incredibly misleading’