By Thomas Hobbs

The online video featured the inside of a windmill and an interview with a supposed baker of the Iceland bread inside. He claimed that the frozen foods discounter is “going back to the roots of baking” with the range.

However the ASA considered the depiction of the product’s baking process, which showed the bread being prepared from scratch, including kneading, cutting and shapping the loaves by hand, to be inaccurate.

“Claims such as ‘We want to go back to the roots of baking’, were likely to be understood to mean the products in question were instead produced by hand, before being sold Read full story ›

Source: Marketing Week