Company: HP Bulmer
Breach: Yes
Final Decision: 1 March 2002

Considered under the 2nd Edition of the Code.

Complaint summary

This morning I went into a convenience store called B2 [Budgen Express] on Whitechapel Road, [London), next to the tube station. On the counter display was a box of alcoholic vodka shots called Sidekick. It was clearly labelled as alcoholic, at 20% aby. They were packaged in orange coloured round tubs in what I can only compare to tubs of lip balm. Like alcopops these are targeted at a young audience of 1418 year olds and are placed in a highly visible area normally reserved for confectionery.


Member of the public, London


Under Code paragraph 3.1(a)

The brand name, product descriptor, packaging (including any containers and any external wrapping), labelling and point of sale materials of any alcoholic drink should not in any direct or indirect way suggest any confusion as tot he alcoholic nature and strength of the product, but should clearly communicate the alcoholic nature of the product and its strength to the purchaser or consumer.


Action by company

A Retailer Alert Bulletin was issued outlining a timetable for redesign of the packaging.