2013 horse meat scandal around 500–600 burgers containing 100% horse meat would need to be eaten to receive the daily human therapeutic dose. Additional tests at that time indicated than none of the products from Findus contained phenylbutazone. Another report found that between two and five percent of samples tested between 2007 and 2011 had phenylbutazone contamination, and that only 50 samples per year were tested. In 2012, 145 carcasses had been tested, and two out of the nine carcasses found positive for bute that year were not reported to the FSA for seven months. In April 2013, the FSA reported it had not
Tesco Venture Brands for the product. The construction of premium brands can increase the extrinsic value of the product and increase perceived value by the customer. Venture brands can also be seen as a strategy for business expansion. By creating a brand that is independent to the retailer, in terms of brand, can become a tool to target specific customer groups that do not favour the Tesco brand. This strategy may be explained by the various meat adulteration scandals associated with the Tesco brand. If the venture brands are successful and manage to attract a loyal customer base, this may give Tesco an