Supermarkets criticised over origin claims

According to the Grocer online, shoppers’ body Which? has published a new report which claims to lift the lid on retailers naming products after fictional locations.

Examples cited include the Lochmuir name given to Marks & Spencer salmon and the Willow Farm range of chicken at Tesco.

“Using a place name can create the illusion of a more personal shopping experience like a farmers’ market or evoke images of a specific location,” Which? executive director Richard Lloyd said.

“With more of us interested in where food comes from than ever before, clever branding can help sell products.”