2013 horse meat scandal wing on Health and Safety that pig DNA had been found in halal chicken sausages produced for schools. Horse meat is not normally eaten in Ireland and Britain. According to Professor Reilly, chief executive of the FSAI, "In Ireland, it is not our culture to eat horse meat and therefore, we do not expect to find it in a burger". Silvercrest, a subsidiary of ABP Foods has claimed that there is no risk to the public upon eating the foreign meat. Eleven firms, including Tesco and Asda, said they shared shoppers' "anger and outrage". Whitbread vowed to remedy the unacceptable
Tesco Venture Brands an attempt by the retailer to attract more loyal customers as opposed to selling to customers who previously bought at Tesco due to price factors. Tesco Venture Brands such as Chokablok have been developed into premium products with unique branding and packaging, differing greatly from the conventional Tesco Value, Discount and Finest ranges. The effect of which can be seen as an effort to increase perceived value as packaging can contribute to the customer's understanding of the brand which can result in sales growth. The venture brands can be developed into a premium brand, which can result in added value