'tis true. Just saw it on their website www.abel-cole.co.uk
"Offer applies when you apply the special offer code BIRTHDAY on the order confirmation page (or on the Special Offer Codes section of "Your Account") before your order deadline. The discount is valid on all products (*except fruit and veg*) delivered next week - from Monday 22nd September - Friday 26th September. Your discount will show in your order total online and as a credit on your receipt and statements. Subject to availability. "