2013 horse meat scandal 2013 horse meat scandal The 2013 horse meat scandal was a scandal in Europe in which foods advertised as containing beef were found to contain undeclared or improperly declared horse meat – as much as 100% of the meat content in some cases. A smaller number of products also contained other undeclared meats, such as pork. The issue came to light on 15 January 2013, when it was reported that horse DNA had been discovered in frozen beefburgers sold in several Irish and British supermarkets. The analysis stated that samples of beef burgers also contained pig DNA; pork is a
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