Tesco: 'We apologise sincerely' for strawberry error

A Tesco spokesperson said:

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.

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Tesco fined for misleading offer

Tesco has been fined £300,000 following a prosecution by Birmingham City Council about misleading the public on a "half price" offer on strawberries.