29 Nov 2013

Sainsbury's advertised NZ eels as British

3:05 pm on 29 November 2013

Britain's Guardian newspaper says supermarket chain Sainsbury's has admitted selling jellied eels on its fish counters as British when they actually came from New Zealand.

It reoprts the Angling Trust, which represents Britain's anglers, had complained that shoppers were being misled.

The paper says Sainsbury's has written to the trust and promised to rectify its in-store labelling, which saw the jellied eels sold under a large sign saying 'from sustainable sources from around the British Isles'.