Asda 'wholemeal' products

[paperose]

Asda stocks and 'own brand' of flour .... this flour is not wholemeal flour, rather it is white refined flour HOWEVER it is labelled WHOLEMEAL which gives the shopper the impression it is a healthy wholemeal product....... how can this be right?

Really? There are labelling rules that apply to "wholemeal", which is why you get brown bread and wholemeal bread (ie, they're not the same thing).

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