Published 27 January 2023 at 08.37
Consumer. The Swedish people have named GB Big pack last year's worst food scam. The ice cream classic received by far the most votes, according to the consumer association Äkta vara, which organizes the competition.
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– It is obviously a product that affects many people, says Äkta vara's operations manager Björn Bernhardson in a dispatch.
The other four finalists were seriously overtaken and when the voting ended, the classic ice cream brand had received close to half of the roughly 18,000 votes.
It was this spring that the manufacturer GB changed the recipe and replaced the milk products in the ice cream with mainly water and pea protein. That this had happened is only apparent on the back of the packaging. On the front, they only talk about the new recipe having a “lower climate footprint” than the previous one.
– GB talks a lot about the positives of the change, that the product has a lower climate footprint. But apparently there are many consumers who feel that the change of one of the main raw materials is a deterioration, which has happened by stealth. Even for those who want to avoid milk, it would be easier to find the product if this was made clear, says Björn Bernhardson.
GB's Nordic marketing director Victoria Gelmanovska, however, defends the product.
“We are proud that our popular Big pack is now part of a plant-based range and that our consumers appreciate it. We regret that the nomination did not take into account that ice cream can be produced in a more modern and sustainable way,” she writes to Expressen.
In addition to being the clear favorite in the vote, Big Pack was also the product that received the most nominations , a total of 12 pieces.