The FDF has dismissed claims by Which? that producers are misleading shoppers with label claims such as "fresh fruit".

Which? said its survey of 1,000 adults suggested many misconstrued labels such as "pure", "fresh", "natural" and "real". It claimed Heinz Farmers' Market soups and Yop strawberry flavour drinking yoghurt implied that they contained ingredients they did not.

The FDF said the report lacked substance and in fact acknowledged that Trading Standards and ASA controls were effective.