Sainsbury’s has pulled Tesco up over claims the UK’s largest supermarket has made over the freshness of its lettuce.
The number-three supermarket disputes its rival’s claim it delivers all of its iceberg from farm to store within 24 hours.
The Advertising Standards Agency confirmed it had received the complaint about the recent Tesco campaign promoting the freshness of the vegetable.
The print and TV adverts claim “Tesco British Iceberg. Goes from farm to store within 24 hours”.
Doubts have been cast on Tesco’s ability to stick to the time frame because, when large quantities are harvested, the process is delayed by bottlenecks in off-site refrigeration.
Sainsbury’s, Tesco and Morrisons have played heavily on their farm to store fresh produce offer in recent years.
Sainsbury’s declined to comment pending the ASA decision.
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