Vegans have reported Greggs to the UK advertising regulator over its "no turkey" Festive Bake campaign, arguing the wording could dupe customers into believing the snack is meat-free. The bakery chain launched its full Christmas menu last month, including the Festive Bake, which has featured in the line-up since 2009.
This year, customers spotted that Greggs has been marketing the £2.50 pastry with the tagline "all taste, no turkey". Customer Sharon Nixon branded the ad "misleading" to vegans and vegetarians who may falsely presume the snack is meat-free, when it actually contains chicken, ham hock and bacon.
Customer Calls for Clearer Wording
The 55-year-old accountant is urging the chain to use "clearer wording" so customers are clear on what each product contains. Sharon argues that when a product is marketed as "no turkey", it is "entirely reasonable" to assume it is a plant-based alternative to turkey.
She has now reported the ad to the UK's advertising regulator, the Advertising Standards Agency (ASA). The watchdog has confirmed it has received a number of complaints over concerns the campaign "creates a misleading impression". The ASA says the complaints are being assessed but it is not "currently formally investigating".
Vegan's Disappointment Over Marketing
Sharon, from Brighton, East Sussex, said: "I'm really disappointed to see Greggs selling a festive slice called 'No Turkey' which, despite the name, contains chicken and pork."
"As a vegan, I find this wording particularly misleading. When a product is marketed as 'no turkey', it is entirely reasonable to assume that it is an alternative to turkey, made from plant-based ingredients, or at the very least suitable for vegetarians."
"Instead, it contains other animal flesh. Of course, the product doesn't contain turkey, so the wording may be technically accurate. But being technically accurate isn't necessarily the same as being clear and honest with consumers."
"Imagine someone buying this for a vegetarian or vegan family member, assuming that 'no turkey' means a meat-free alternative. The consequences could be genuinely upsetting."
Mixed Reactions From the Public
Sharon believes the bakery chain should be "much clearer" on what its products contain. She said: "Greggs should be much clearer about what its products actually contain. If this is a chicken and pork product, why market it using language that could reasonably suggest a meat-free alternative?"
"Consumers deserve clear, unambiguous labelling, not wording that relies on a technicality. I would like Greggs to reconsider this approach and make it absolutely clear when a product contains meat, rather than using language that could mislead people about what they are buying."
Others have agreed with Sharon that Greggs' campaign is "thoughtless", while some argue that vegans can shop elsewhere if they are concerned. One person wrote: "That wording is thoughtless at best." A second commented: "Calling it 'no turkey' is so unbelievably misleading". However, another wrote: "In what world would anyone think 'no turkey' means 'vegan'? You can't just invent something that didn't happen and then get mad about it."
A second commented: "Vegans don't have to go to Greggs. They represent less than one percent of the customer base...Go to Tesco, buy a vegan product, find a park bench, and eat alone."
ASA Response and Next Steps
A spokeswoman for the Advertising Standards Agency (ASA) said: "I can confirm that we've received a number of complaints about this campaign on the grounds that the ads create a misleading impression that the product doesn't contain meat."
"These complaints are being assessed to determine whether there are grounds for further action. But for clarity, we're not currently formally investigating." Greggs has been contacted for comment.
