How stocked are your store cupboards? The contents of the average kitchen are central to a row at the ASA over Sainsbury's 'Feed a Family for £50' campaign last year. The supermarket's television, press and online ads attracted seven complaints.
Two of the complainants suggested that the plans were not suitable for under four-year-olds while another claimed that the campaign condoned poor nutritional habits in children. The ASA admitted that the meal plans were structured responsibly regarding calorific guidance, but observed the ads were misleading for claiming that readers could meet all their food needs for £50 a week. However, it did not find that the campaign condoned or encouraged poor nutritional habits in children.
Sainsbury's fought back, underlining that the meal plans were devised to provide an average of at least 75% of the recommended daily calories for a UK adult and that it regularly commissioned research to understand what customers had in their store cupboards and to ensure the list remained realistic. It also added that the £50 meal planner website clearly stated that the plans as written were not designed for toddlers.