Sainsbury’s family food ad complaints upheld

family meal

family mealIf you thought Sainsbury's recent Feed Your Family For £50 advertising campaign was too good to be true, you might be interested to learn that the Advertising Standards Authority (ASA) agrees with you.

Seven complaints were levied against the supermarket chain's plug that it was possible to feed a family of four for £50 a week - with the contention being that the meals did not provide enough calories and that it did not make it clear that additional snacks would still need to bought.

It was also alleged that the meals were not suitable for children under the age of four, while another complaint was that the campaign promoted poor nutritional habits among children.

ASA upheld the complaints, saying that although Sainsbury's provided meal plans responsibly in terms of calorific guidance, it was misleading to claim that a family could meet all their food needs for £50 a week.

ASA went on to say that families would have to spend more than £50 to purchase all the ingredients needed for the meals, and that the adverts implied that the meals were suitable for infants when this was not the case.

A statement by the watchdog said: "We told Sainsbury's to ensure that headline prices for meal plans included any integral store cupboard ingredients, unless they held evidence that most or all customers would already have those ingredients at home."

Sainsbury's defended its advertising campaign by explaining that the overall message never included drinks or snacks, and the terms and conditions clearly stated that the meal plans were devised to provide an average of at least 75% of the recommended daily calories for a UK adult.

The good news is that it is possible to save money while still treating your family to delicious, nutritious meals. Check out this guide to feeding the family for less for more information.