This week, the 2023 finalists of the “Food Scam of the Year” came from the organization Äkta vara. The award is an anti-prize that is chosen every year, for the year’s most misleading foods.
One of the products on the list was Ica’s bread Hembakat.
“Do they live in the factory? This bread is baked in a factory in Halmstad and sold in stores around the country. Even so, it’s called ‘homebaked’. That’s simply not true. It’s baked in a factory, not in someone’s Home.” writes Äkta be on its website.
Therefore, some ICA customers receive SEK 10,000 to trade with
ICA is asking customers for help
After the criticism, Ica now chooses to change the name of the bread, and the food giant enlists its followers on Instagram to help:
“Now HEMBAKAT is going to change its name! Why? It can’t be called that, because it’s not actually homemade, it’s baked by bakery Östras in Halmstad. You probably have lots of good name suggestions for this delicious loaf that is baked with scalding. What should it be called? Come with suggestions!”
Here you can read more news about Ica:
Fake recipe from Ica becomes a success: “Looks real”
The ICA staff: NEVER do this at checkout
That’s how much the Ica store goes back when their shopping carts disappear