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Product recall: Sainsbury’s Freefrom Rich Fruit Cake Slices

September 9, 2010

Sainsbury’s have issued a product recall for their Sainsbury’s Freefrom Rich Fruit Cake Slices due to accidental contamination with gluten. The affected batch has a best before date of 4 November 2010 and come in 160g packs.

Sainsbury’s will accept returns of these packs at all stores and will issue a full refund.

Marketing Magazine was critical of this mishap, saying “given the nature of the product, the implications could hardly be worse. Despite trumpeting its ‘free from’ status, the contaminated product poses a potentially severe heath risk for any consumer with an intolerance or allergy to wheat or gluten – the very group at which these products are aimed. The damage to the brand’s reputation may take some time to dissipate.”

No other products in Sainsbury’s Freefrom range have been affected.

What do you think? Does this affect your confidence in Sainsbury’s Freefrom products?

Source: Marketing Magazine, 8 September 2010.

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