We actually thought the Tesco customer service line about ‘hitting the hay’ - a tweet posted at the close of play when the Horsegate crisis was at its highest - wasn’t in bad taste. It was a sign that Tesco - amidst all the incessant gags running at the time - also had a sense of humour. But humour can be taken too far.

A day after Tesco and Asda apologised after simultaneously selling Halloween costumes depicting mental health patients online (26th Sept), eagle-eyed shoppers spotted an inflatable “gay best friend” doll on the Tesco Direct site. To be fair, it had been removed from sale, but it was still visible to online visitors, who were promised “Your inflatable g*y best friend is ready to give you fashion advice, tell you if your bum looks big and b**ch about everyone who doesn’t wear Jimmy Choos” (27th Sept). Oh dear, oh dear. Tesco’s sense of humour gets it into trouble again.

Read The Grocer’s Review of the Year 2013.

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