Food retailer accused of false marketing
The grocery chain City Gross has been accused of falsely claiming that all their meat is being cut up in the shops, but the chain has said it intends to continue its advertising campaign.
The Swedish Consumer Agency has said it will investigate the case.
"All our meat is Swedish and is cut up in the shop," says the the City Gross homepage.
Not true, say suppliers and butchers contacted by the Jönköpingsposten newspaper. Instead, meat is delivered pre-cut to shops, they say.
"We have never said that we cut up the entire animal in the shop. You need to separate the coarse cuts from the fine cuts," said Anders R Karlsson of City Gross.
In the past couple of years, several cases of false food marketing have been exposed in Sweden. A large quantity of meat sold as tenderloin was in fact dyed pork, and frozen meat products labelled as containing beef were in fact made with horse meat.