'I don't want to eat animals anymore' (Photo: Tesco) - Media Credit:

National Farmers Union ‘Objects’ Against Tesco’s New Meat-Free Ad


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The National Farmers Union (NFU) has ‘objected’ against Tesco’s new meat-free advert. 

Dubbed Carl’s ‘All-Change’ Casserole, the advert promotes the Tesco Plant Chef Meat-Free Cumberland-style Bangers after a little girl says: “I don’t want to eat animals anymore.”

‘Demonizing meat’ 

In response to the ad, the NFU issued a statement claiming the message ‘demonizes meat as a food group’ which has ‘negative connotations for farmers’. 

“The NFU is clear that food and nutrition must be looked at as a whole, rather than food groups in isolation. Meat as a food group provides naturally rich protein and is a good source of iron, zinc and essential vitamins. 

“There are certain parts of the population, especially teenage girls, who are currently not eating sufficient quantities of these micro-nutrients to fulfill their dietary requirements.

“We believe it is vital that children do not establish misleading views of food groups, which may later affect their health and diets.”

‘It’s the best part’

Speaking to Plant Based News, Tesco’s Head of Plant-Based Innovation, Derek Sarno, defended the advert stating: “The whole team wanted a food love story focusing on plant-based [food] and the new launch of Plant Chef and Wicked.  

“We just recipe approved and encouraged them to be brave and keep the part when the girl says she doesn’t want to eat animals. It’s the best part.

“The sooner these guys realize we don’t ‘need’ or ‘have to’ have animal products in our food system the faster we’ll be able to save our planet!”

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The Author

Liam Gilliver

Liam is the former Deputy Editor of Plant Based News. He has written for The Independent, Huffington Post, Attitude Magazine, and more. He is also the author of 'We're Worried About Him'.

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