Pret A Manger banned from advertising its food as ‘natural’ as ‘bread contains too many additives’
Adverts for the sandwich chain have been banned for implying that its products are natural despite some containing artificial additives
PRET A Manger is misleading customers by advertising some of its food as "natural", an advertising watchdog has ruled.
The chain will now be forced to remove adverts from Facebook and its own website, which claim its food is preservative-free or made of "natural" ingredients.
The posts were published on the company's Facebook page and read: "Sinclair and Julian made proper sandwiches avoiding the obscure chemicals, additives and preservatives common to so much of the 'prepared' and 'fast' food on the market."
Some statements on Pret's website also had to be taken down.
They read: "Just like our sandwiches, baguettes and salads, our wraps and flat breads are handmade throughout the day in each shop kitchen using good, natural ingredients."
Publishing the findings today, the Advertising Standards Authority (ASA) said the claims were "misleading" as some of Pret's food does contain artificial additives.
It ruled that the ads must not appear again and told Pret 'to ensure their ads did not claim or imply that their food was 'natural'.
Artificial food additives and preservatives also known as E-numbers are added to enhance the flavour and colour of food and to prolong its shelf life.
Pret has confirmed that its sandwich bread contained three E-numbers - E472e (diacetyl tartaric acid esters of mono and diglycerides), E471 (mono and diglycerides of fatty acids) and E300 (ascorbic acid).
A spokesperson for the company told the Sun Online: "Since day one, Pret has been on a mission to create handmade, natural food, avoiding obscure chemicals and preservatives.
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"We do, of course, take on board the views of the ASA and have already made the requested changes."
"We cherish the relationship we have with our customers. We believe we represent Pret’s food honestly and we always welcome feedback."
Chris Young, the coordinator of the charity Sustain's Real Bread campaign, who submitted the complaint in December 2016, said the charity welcomes the ban.
He added: "It sets a precedent that sends a clear message to food companies that unless they walk the natural food walk, it’s misleading to talk the natural food talk.
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"This ruling is good for shoppers whom the ASA is there to protect and for the small, independent bakery and eatery owner who serve genuinely all-natural Real Bread sandwiches.”
The ruling does not cover the advertisement in stores.
The ASA recently cracked down on Megabus adverts that advertised £1 fares even though they weren't available.
Poundland's controversial Christmas advertising campaign featuring a naughty elf was also banned by the watchdog for being likely to cause widespread offence.
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