Call to end 'Gobbledegook' language on food
Christmas shoppers are being fed too much "gobble-gobbledegook" by supermarkets, according to a language watchdog.
The Plain English Campaign (PEC) says too much food is dressed up with "pointless and meaningless waffle".
Campaign officials criticised food advertising after examining descriptions of supermarket chickens and eggs - plus a selection of other foods.
"The language used to describe food has become comical and the consumer pays for it," said a spokeswoman.
"Much of it is gobbledegook - the appropriate term is probably 'gobble-gobbledegook' given the season.
"We're not asking which came first, the chicken gobbledegook or the egg gobbledegook, but we'd like it to stop."
The PEC, which regularly highlights the use of gobbledegook and in April criticised police chiefs for talking 'ploddledegook', says many descriptions give shoppers no help in deciding what to buy.
"We've found 'all butter mince pies', chickens which lived in 'small mobile arks' or 'spacious barns with windows to allow ample daylight and straw bales to perch on'," said the spokeswoman "What does any of it mean and how does it help people make decisions about which food to buy for Christmas? What on earth is a 'small mobile ark' and how can a mince pie be 'all butter'?"
She added: "Food can't be just food anymore. We have to be given the impression it's 'more than just food'. It's not an egg - it's an egg laid by a hen which had 'freedom to roam in barns and a cereal-based diet'.
"We doubt that any shopper actually reads it. It's gloss dreamed up by advertising agencies who are writing to entertain each other. It's another pointless kind of packaging.
"Chicken is a description of a chicken. Mince pie is a description of a mince pie. Let's get back to keeping things simple and not waste money covering packaging with pointless and meaningless waffle."
Some examples of "gobble-gobbledegook" highlighted by the Plain English Campaign are:
:: Free Range Chicken: "Chickens that have the freedom to range the farms, pastures and hedgerows."
:: Organic Fresh British Chicken: "(Farmer Albert) cares about his chickens" and "(Farmer Tom) is particularly welfare conscious".
:: Fresh British Chicken: "Birds live in small mobile arks. Freedom to range the farm's organic pastures and hedgerows."
:: Free Range Fresh: "Access to range on the pastures and grassland."
:: Fresh British Chicken: "Slow-growing. Fed on a unique vegetarian diet."
:: "(Chickens) housed in spacious barns with windows to allow ample daylight and straw bales to perch on."
:: Fresh British Whole Duck: "Ducks have access to water in order to preen themselves."
:: British free-range chickens: "These free roaming chickens are reared in small spacious farms where they grow at a natural rate and develop rich flavour."
:: Barn Eggs: "Hens that have freedom to roam in barns and have a cereal-based diet."
:: Organic eggs: "Free-range hens fed on an organic diet."
The magicians using online collaboration to push boundaries
Jennifer Lawrence attacks mass media again over body image
Jennifer Lawrence: 'It should be illegal to call someone fat on TV'
Sun will 'flip upside down' within weeks, says Nasa
Ian Watkins: Police probed over earlier allegations as paedophile Lostprophets singer sentenced to 35 years for child sex offences
DNA from a 50,000 year old toe shows Neanderthals were highly inbred
Devyani Khobragade: India-US row escalates over arrest of diplomat in New York
Exclusive: Young people ‘want UK to stay in Europe’: Four in 10 adults aged 18 to 24 are ‘firmly in favour’ of membership, poll shows
You can STILL be jailed for being a republican, government confirms, and it remains illegal to even 'imagine' overthrowing the Queen
Kiss and yell: Italian protester charged with sexual assault after kissing riot police officer
Fighting back: the woman giving a voice (and 49,999 others) to the victims of sexism - by giving an airing to their horror stories
PM denies two child limit for benefits is part of Tory welfare policy
UK evangelist says Tom Daley ‘is gay because his father died’
- 1 America's 'virgin births'? One in 200 mothers 'became pregnant without having sex'
- 2 Sun will 'flip upside down' within weeks, says Nasa
- 4 Christmas comes early: Justin Bieber is 'retiring from music'
- 5 Children evacuated from swimming pool after prosthetic leg mistaken for paedophile
- < Previous
- Next >
£35000 - £42000 per annum + excellent company benefits: Pro-Recruitment Group:...
Negotiable: Capita Education Resourcing Permanent Team: Capita Education Resou...
£39000 - £425000 per annum + Benefits: Pro-Recruitment Group: Newly Qualified ...
£30000 - £38001 per annum + Benefits: Pro-Recruitment Group: A highly respecta...