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Coles slammed over 'deceptive' detail on pack of crackers

Brooke Rolfe
·News Reporter
·2-min read

Shoppers are up in arms after an eagle-eyed consumer spotted a bizarre discrepancy on a package of crackers in Coles.

The Sea Salt and Sesame artisan crackers drew criticism over the weekend, causing Coles customers to accuse the supermarket of deliberately deceiving the public.

One detail on the back of the 130g box was the source of the outrage – as it stated the product had been produced in Lithuania.

Conversely, the front of the box was stamped with the brand, Valley Produce Co Australia, leaving many to argue the company was trying to pull the wool over their eyes.

Pack of sea salt and sesame crackers pictured.
The crackers are supplied by an Australian company but imported from overseas. Source: Twitter/cmallet

“Seriously Coles, Do I need to check everything? What happened to corporate responsibility? One – They travelled the world. Two – They taste like cardboard,” one shopper wrote on Twitter.

“You can't tell me you cannot find better in Australia. They are not cheap either. And what's with that Australian label?”

Shoppers say they would rather buy Australian

The crackers are priced at $4.90 – a cost consumers expressed they would rather pay to a true Australian supplier.

“How do they get away with having Australia so clearly on the packaging if they are from Lithuania? It is frustrating that yes, we are expected to read every single label to see where our food is coming from. Do better, Coles,” one customer responded.

“A deliberate attempt at deception. Not good enough,” another said.

“Geez, that’s pretty disappointing to say the least,” someone else wrote.

Back of crackers pack stating they're produced in Lithuania.
Consumers were outraged the product was produced in Lithuania but supplied by an Australian company. Source: Twitter/cmallet

Another suggested the product must be cheap to import if it was still less expensive than sourcing it locally.

“If it's cheaper to get it from there and bring it here imagine how little they must pay for it,” they wrote.

Gourmet Brands, the supplier of the crackers, told Yahoo News Australia the Valley Produce Company brand’s “packaging adheres to country-of-origin requirements”.

“The Artisan Cracker Flatbreads are produced in Lithuania and this is clearly marked on the packaging as required,” the company said in a statement.

Yahoo News Australia has contacted Coles for comment.

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