Tesco In Cheating Row Over Half Price Pledge

Mon, 05 Mar 2007
 
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Tesco is facing an investigation into its half-price Fruit and Veg Pledge, after being accused of raising the price of some of its health drive products shortly before offering them for sale at a reduced price as part of their new health scheme.

The supermarket giant is offering at least five fresh fruit and vegetable products at half price every week during the whole of this year, as consumers are urged to eat "five-a-day" in order to maintain good health .

The Mail on Sunday carried out research which shows that prices on items featured in the promotion rose suddenly just days before the start of the offer .

However the company confirmed that it had raised the prices of apples, peaches, nectarines, and plums the month before being featured in the first week of the promotion.

Trading standards officers say they are investigating if Tesco, which receives more than £1 in every £8 spent in British shops, has been misleading shoppers.

A Tesco spokeswoman said the fluctuations were due to seasonal variations in overheads, such as rises in transport costs around the Christmas period.

She said, "Any suggestion that we ramp up prices in order to cut them again is the purest nonsense."

Gala apples were priced at £1.19 per kilo on December 11, before going up to £1.99 on December 18. They were then slashed to 99p on January 1 for the promotion. Following the same time period, plums started at £1.48 for 500g before rising to £2.99, only to be cut to £1.48 again in the first week of the pledge.

Peaches and nectarines similarly rose in price before being cut.

The supermarket chain accused competitors of attempting to undermine its health drive, and defended its Fruit and Veg Pledge by saying it was doing more to promote healthy eating than any other retailer.

"If trading standards do want to take a look, that's fine. We're doing more than anyone else on health, and this promotion will help more customers than ever get their five a day," said the retailer’s spokeswoman.

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