Advertising bosses have rejected a complaint against Sainsbury over recent strawberry claims.

An objection had been made over the retailer’s poster that stated: ‘Our strawberries travel from field to store in less than a day and are picked before 7am to seal in their flavour…’

The complainant challenged the claim and said it implied the strawberries were picked in the morning and sent straight to Sainsbury’s stores.

However the Advertising Standards Authority did not uphold the objection after accepting Sainsbury’s argument that a day was a 24 hour period.