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 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