Criticism of Tesco firms, including Tesco and Asda, said they shared shoppers' "anger and outrage". Whitbread vowed to remedy the unacceptable situation on 26 February . The Food Standards Agency's (FSA) chief executive, Catherine Brown also said "it is unlikely we will ever know" how many unwittingly ate horse meat. On 22 May 2007 the BBC's "Whistleblower" programme showed undercover footage detailing breaches of food hygiene rules in a branch of Tesco. The Whistleblower reporter applied for a job following a tip-off from a former employee. Breaches included the sale of products after their sell-by date; allegations that the company illegally and sold
Tesco Venture Brands that are manufactured or provided by one company for offer under another company's brand. Tesco venture brands are an evolution of this concept which attempts to disconnect the store name (Tesco) entirely from the product. Private label products are commonly associated with value for money however venture brands have been positioned as premium products, competing with existing premium named brands. Modern consumers are increasingly willing to switch to substitutes or similar products due to the presence of easily accessible information. Creating new premium brands that do not carry the Tesco name (known for value products), this can be seen as