100% chicken breast?? MY AR*E! Where should we go to complain?

[NaeDanger]

we bought some Chicken Escalopes the other day in the Coop. we were looking at different brands. generally they had the percentage of chicken right on the front. most were 50 - 60% chicken. then we saw the Bernard Matthews onw which says 'made from 100% BREAST meat'
it wasn't until we got them home that we had a closer look at the ingredient list (ie. more than an E number sweep) and saw that they are only 44% chicken.

isn't that misleading packaging? if it is where should i go to complain?

Is it Trading Standards? The Food Agency? Have a search online. Either way, they sound yucky!

That's the problem with labels! They are probably being correct and they are made from 100% breast meat. They don't say that they contain 100% chicken!

Bernard Matthews factory here in Budapest is a client of DH's and he has either recently done or is about to do a visit - must ask him! (He is away this week though)

Yes, the chicken thats in it is 100% breast meat.
But the meat thats in it isn't 100% chicken.

Yuk!!

How is it misleading?
If it was 100% chicken it would be a chicken breast. But it's an escalope, so is 44% chicken breast encased in batter/crumbs (whatever) which is the 56%. But the chicken inside is 100% breast meat.
Or am I missing something???