ICA to change “hembakat” bread name after criticism
It appears that Ica’s bread “hembakat” faced criticism and ended up as a finalist in the Food Scam of the Year 2023 organized by Äkta vara. In response to the criticism, Ica has decided to change the name of the bread. The food giant is actively seeking input from its followers on Instagram for new name suggestions.
The announcement on Instagram reads, “Now HEMBAKAT is going to change its name! Why? It can’t be called that, because it’s not actually homemade, it’s baked by bakery Östras in Halmstad. You probably have lots of good name suggestions for this delicious loaf that is baked with scalding. What should it be called? Come with suggestions!”
This move seems to be an effort by Ica to involve its customers in the renaming process and address the criticism surrounding the misleading nature of the “Hembakat” name. The Instagram post is likely an attempt to engage the community and gather creative suggestions for a new, more accurate name for the bread.
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