Supermarket giant Tesco has apologised after it was fined £300,000 for misleading consumers over a half-price deal on punnets of strawberries.
The UK company admitted misleading the public at Birmingham crown court with regards to a deal that originated at one of its stores in Sheldon.
A Tesco spokeswoman said: ‘We apologise sincerely for this mistake, which was made in the summer of 2011. We sell over 40,000 products in our stores, with thousands on promotion at any one time, but even one mistake is one too many.
‘Since then, to make sure this doesn’t happen again we’ve given colleagues additional training and reminded them of their responsibilities to ensure we always adhere to the guidelines on pricing.’
Tesco had claimed in 2011 punnets of British strawberries were 50 per cent cheaper for a longer time than they had been sold at the full price.
Birmingham City Council’s trading standards office brought forward a case that found Tesco sold 400g punnets of British strawberries marked as half price at £1.99, with the previous prices of £2.99 and £3.99 crossed out.
This deal lasted 14 weeks, but the original £3.99 strawberries had been made available for a shorter period.
A further offer of the strawberry brand and a pot of cream also contravened the Consumer Protection from Unfair Trading Regulations Act 2008.