The Coles "Baked today, sold today" bread that wasn't

CONSUMERS buying bread at Coles Supermarkets sold as "freshly baked in-store" were misled by the retail giant, the Federal Court found on Wednesday.

The court heard legal action from the consumer watchdog about advertisements by the supermarket chain that its Coles Bakery bread was "Baked Today, Sold Today".

It found the products actually sold to consumers were partly baked and frozen off-site and transported to supermarkets for finishing baking.

The case, Australian Competition and Consumer Commission chairman Rod Sims said, confirmed the claims were "likely to mislead consumers" about where the bread was baked.


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