We apologise sincerely for this mistake, which was made in the summer of 2011. We sell over 40,000 products in our stores, with thousands on promotion at any one time, but even one mistake is one too many.
Since then, to make sure this doesn’t happen again we’ve given colleagues additional training and reminded them of their responsibilities to ensure we always adhere to the guidelines on pricing.
This is not only a victory for Birmingham customers, it also has wider benefits for all consumers across the country.
It was the council’s case, confirmed by Tesco’s guilty pleas today, that this was a misleading offer which deceived the purchasers of strawberries over many weeks during the summer of 2011.
Food pricing, presentation and the depiction of promotional practices is a crucial issue for retailers, and in turn, consumers. We are happy to work with Trading Standards departments up and down the country to help protect customers.
– Head of Trading Standards for Birmingham City Council, Sajeela Naseer