Morrisons Milton Keynes Forced to Remove "Made from Scratch" Signs

Morrisons has been forced to remove its "Made from Scratch" signage in its Milton Keynes stores and across the UK after a ruling by the Advertising Standards Authority (ASA).

The decision comes after a complaint that the slogan was misleading to customers, as many of the items advertised as "Made from Scratch" were not prepared in-store as claimed.

The ASA found that while Morrisons' "Made from Scratch" campaign aimed to highlight the freshness and quality of its products, it failed to accurately reflect the reality of where and how these items were made. An investigation revealed that several products branded under this slogan were actually manufactured off-site and then delivered to stores, contrary to the impression given to customers.

In response to the ruling, Morrisons has promptly removed all related signage and marketing materials from its Milton Keynes store and other locations nationwide. The company expressed its commitment to compliance with advertising standards and vowed to revise its promotional strategies.

A spokesperson for Morrisons commented:"We take the feedback from the ASA very seriously and have acted quickly to address the issues raised. Our intention was never to mislead our customers, and we are reviewing our advertising practices to ensure greater transparency and clarity."