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.
@BRWombat Hi Eileen, over the past year, we received several customer complaints regarding Scottish flags on strawberries in England. 1/5— Tesco (@Tesco) August 22, 2016
@BRWombat English customers criticised us why we do not apply the English flag on English berries and why we do for Scottish berries. 2/5— Tesco (@Tesco) August 22, 2016
@BRWombat When the category went through corporate re-design, it was decided to have British packaging only to avoid further criticism. 3/5— Tesco (@Tesco) August 22, 2016
@BRWombat Product origin is printed on each punnet ie customers in Scotland will be allocated with Scottish fruit and this is visible. 4/5— Tesco (@Tesco) August 22, 2016
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.
@Tesco Shove your British strawberries up your fucking arses. Anything produced in Scotland is Scottish not British.— Cybernat2015 (@Cybernat2015) August 23, 2016
Tesco are now calling Scottish strawberries British strawberries. The strawberries must have done really well Wimbledon this year.— Phil Chapman (@IAmPhilChapman) August 23, 2016
Night Twitter. Everyday you bring me untold riches. Today it was nationalist objections to the union flag on Tesco's Scottish strawberries.— Roger White (@rogerlwhite) August 22, 2016
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.