Retail chief sparks row over placement of Union Flag on NZ lamb

Retail chief sparks row after accusing Lidl of altering the New Zealand flag on lamb to make Union Jack ‘more prominent’

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A retail chief has sparked a row after accusing Lidl of deliberately making the Union flag ‘more prominent’ on packets of New Zealand lamb. 

Steve Dresser, CEO of management consultancy Grocery Insight, shared a photo of a pack of six lamb kebabs embossed with the flag of New Zealand and accused the German firm of a ‘strategic use of the flag so it looks almost British’. 

His claim was backed by a number of followers, with some accusing Lidl of a ‘dreadful’ attempt to ‘mislead’ British shoppers. 

Yet other Twitter users pointed out that the packaging reproduced the New Zealand flag exactly as it appears in real life. 

‘NZ lamb has NZ flag on. Well done for noticing,’ wrote Daniel Gannon.  

Steve Dresser, CEO of management consultancy Grocery Insight, shared a photo of a pack of six lamb kebabs embossed with the flag of New Zealand and accused the German firm of a ‘strategic use of the flag so it looks almost British’

Weighing in on the bizarre row from New Zealand, Twitter user Chad David wrote: ‘I mean dude, that’s literally our flag’

Another Twitter user, David Belle, added: ‘Steve, you’re getting angry at flag placement – by a German company.’

Mr Dresser’s original tweet, posted last night, read: ‘Noteworthy that Lidl are featuring New Zealand Lamb. 

‘The Union Jack element of the NZL flag is most prominent on the label which is interesting….’

After criticism of his tweet, Mr Dresser suggested that the lamb needed ‘more prominent messaging’ saying it was from New Zealand. 

‘Imagine you’re shopping instore and this is adjacent to the British sourced product with the Union Jack everywhere,’ he wrote. 

Twitter users pointed out that the packaging reproduced the New Zealand flag exactly as it appears in real life

But critics pointed out the lamb clearly stated on the label that it was slaughtered in New Zealand. 

Weighing in on the bizarre row from New Zealand, Twitter user Chad David wrote: ‘I mean dude, that’s literally our flag. 

‘Not gonna say I’m happy about that (the Red Peak design should have won our referendum) but the Union Jack and stars are literally what our flag is.’ 

MailOnline has contacted Lidl for comment.  

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