Coles bread isn’t looking so fresh today. Currently under legal investigation by the ACCC (Australian Competition and Consumer Commission), Coles supermarket branded bread is being investigated for misleading consumers with their 'Baked Today, Sold Today' bread claim.
Across labels, packaging and signage, Coles boasts products that are 'Freshly Baked In-Store' and other similar worded phrases that mislead buyers into thinking that the bread they have bought on a particular day was actually prepared from scratch in that particular Coles Bakery the same day it was sold.
ACCC chairman Rod Sims told News Limited, “We believe consumers are likely to have been misled by Coles that the entire baking process, including preparation, occurred in-store, when in fact the bakery products were prepared and partially baked off site, frozen, transported and then 'finished' in store. Indeed, the Cuisine Royale products were partially baked overseas."
Coles Supermarket will face a Federal Court proceeding and a $1 million fine if found guiltily of misleading information.
- Lauren Della Marta
