AN Australian court has heard that a supermarket claiming to sell freshly baked bread was actually importing the products from Ireland.
Coles, one of the largest supermarket chains in Australia, is being taken to Federal court by the Australian Competition and Consumer Commission (ACCC).
The commission alleges that Coles are committing ‘false, misleading and deceptive conduct’ in the selling of their bread.
The goods are sold in many of the company’s supermarkets with an in-house bakery as “Baked Today, Sold Today” and “Freshly Baked In-Store”.
However the ACCC alleges that many of the products are par-baked at a different location before being delivered to the stores.
It also claims that some of the supermarket’s gourmet breads are in fact baked in Ireland.
Coles operates 749 with over 600 of them containing an in-store bakery.
A spokeswoman from Coles told The Sydney Morning Herald that the company intended to "vigorously defend the action brought against it by the Australian Competition and Consumer Commission".
"Coles has only just become aware of the ACCC legal action and will fully examine the ACCC statement before making any further comment," she said.