Fish counter labels ‘are confusing’
Research has found that many consumers are confused by labels on fish counters which make it difficult to distinguish between fresh and frozen products.
According to the Which? consumer group, symbols used by retailers on fresh and frozen fish products are very similar so it makes it difficult to see which have been previously frozen.
The Food Standards Agency says it is the responsibility of the fish counters in supermarkets to show whether fish is fresh or has been previously frozen.
Which? found that although ASDA supermarket is using labels, the symbols used for "previously frozen" and "freezable" fish are almost identical, and the counter sign said "Fresh fish" even though it sold previously frozen products.
However, a spokeswoman for ASDA said: "Products on the fresh fish counter are clearly labelled to show customers which are fresh and which have been previously frozen."
Another of the supermarket giants, Tesco, has also been accused of using confusing labels, saying cod fillets "may have been previously frozen".
A Tesco spokeswoman said: "Fish is sometimes frozen to guarantee availability, and so in this case some of the fish may have been previously frozen."
The watchdog found labels at Asda, Sainsbury’s, Tesco and Waitrose all differed. As a result it has warned consumers to check the label carefully before buying the fish.
Copyright © Press Association 2008
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