2013 horse meat scandal next day, 15 January 2013, the FSAI advised the five retailers concerned, Tesco, Dunnes Stores, Aldi, Lidl and Iceland, of their findings; all these firms withdrew the offending products. The media and newspapers of 16 January 2013 led with the story, focusing on the one burger which tested positive for 29% equine DNA. Another significant investigation into the horse meat affair in Ireland by Ireland’s Department of Agriculture, published its findings in March 2013. This report’s investigation “concluded that there is no evidence that Silvercrest knowingly purchased horsemeat” In the UK, a House of Commons Select Committee on Environment, Food
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