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.

— 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.

— TSC Nic (@TSCNicolaShah) August 24, 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.