The Jumbo group’s ‘farmer’s bread with maize’ which contains no maize (sweet corn) at all has won this year’s competition to find the most misleading product on Dutch supermarket shelves.

Jumbo was the only one of all the manufacturers listed for the award who was unwilling to change their labelling or product ingredients prior to the vote, fair food lobby group Foodwatch said.

Three in 10 of the 15,000 votes cast went to the maize bread which has a few kernels as decoration and gets its distinctive yellow colour from turmeric.

Second place in the vote went to Aldi’s veal liver sausage without any veal liver and third to Conimex manis soya sauce which has a very high concentration of sugar syrup.