Tesco provokes national passions after renaming Scottish strawberries as British

Tesco has found itself in a social media storm after it changed the name of its strawberries and replaced the Scottish saltire on the packaging with the union flag.

Strawberries: as British as haggis and kilts. Photo by TartanIce (Twitter).
Strawberries: as British as haggis and kilts. Photo by TartanIce (Twitter).

The supermarket said it made the move after receiving complaints from customers in England. As a result, it has changed the products across all its stores, including in Scotland.

But as one Twitter user pointed out, Teso does in fact use the English flag on certain products.

Responses to the move ranged from outrage to bemusement.

Even among the target demographic, the change was not universally well received.

And it appeared the switch could create an opportunity for Tesco's competitors.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).