'Ambient' sausage rolls 'an error'

The Co-op said it was correcting an "error" which led to "ambient sausage rolls" going on sale after a group which campaigns against gobbledegook complained that the description took the linguistic biscuit.

The Plain English Campaign (PEC) said it had no idea what an "ambient sausage roll" was and had never seen food labelled in such a "bizarre" fashion.

"We've had quite a few people call to say they've seen these 'ambient sausage rolls' on sale at the Co-op," said a PEC spokeswoman.


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"It's caused much amusement. I know 'it's all at the Co-op' but what on earth is an 'ambient sausage roll'?"

A Co-op spokeswoman said: "The use of the word 'ambient' on the label of this product was an administrative error - labels for in-store bakery items are printed in store and the word 'ambient' was incorrectly printed on the label.

"This is now being rectified but thank you for drawing this to our attention and apologies for any confusion this may have caused."