Supermarkets slammed for misleading mince labels

- Published: 24 July, 2010

Supermarkets have come under fire for misleading descriptions and inaccurate labels when it comes to low-fat beef mince, according to local government officers.

A study released by the Local Government Association claims Asda’s mince contained 27% more fat that was suggested on the label, while Iceland’s meat contained 10% less.

The results were found following a councils trading standards and environmental health UK-wide survey, in which officers analysed more than 500 samples of minced beef from nine supermarket chains.

The report to be released today on Monday, (26 July) said there was encouraging evidence that the overall average fat content of minced beef is falling – down from 15.7% six years ago to 12.3% now. However, fat and gristle content of a particular type of minced beef can vary between retailers to such an extent that “consumers face an impossible task understanding what they are buying”.

It said shoppers who buy minced beef described as 'lean' or 'extra lean' may in fact be eating a product that is more fatty than standard minced beef and inaccurate labelling was “massively” understating the true amount of fat.

According to the survey, the best quality minced beef is sold at butchers’ shops. However, mince bought from a butcher’s counter is more likely to have been cross-contaminated with small amounts of another type of meat, mainly pork, the LGA claimed.

LG Regulation is now calling for consistency in the naming of beef products and help and advice for shoppers to understand what they are buying, with supermarkets giving clearer descriptions and more accurate information about their products.

Cllr Paul Bettison, Chairman of LG Regulation, said: “When it comes to labelling minced beef, confusion reigns supreme. For a consumer to try to purchase a product with a specific fat content, the chances of them getting what they want are a bit of a lottery.

“Minced meat is one of the country’s most popular food products. Yet the millions of people who eat it every week would no doubt be shocked to learn that a packet of lean steak mince may contain more fat than steak mince.”

The study analysed more than 500 samples and found that:

* The overall fat content of minced beef varied massively, from the lowest at 1.8 per cent to the highest at 33.6 per cent.
* There was significant variation within product categories. While some packets of ‘lean minced beef’ contained only 2.5 per cent fat, others had ten times that amount.
* Minced beef from supermarkets contained 67% more fat than the equivalent from butchers’ shops.
* Frozen minced beef contained 41% more fat and 24% more connective tissue than fresh minced beef.
* 29% of minced beef samples from butchers’ shops had traces of other meat in them – mainly pork.

The LGA has suggested the Association of Public Analysts (APA) works alongside councils and industry to draw up new fat limit recommendations.

LG Regulation Chairman Cllr Paul Bettison added: “People have every right to expect that if they buy a packet labelled lean minced beef then that is exactly what should be inside. Lean should mean lean."