Fine of 30,000 euros to Mercadona for misleading information on a bread
Mercadona has found itself in the crosshairs of the Directorate General of Consumer Affairs for a matter that leaves no one indifferent. It is not common for a distribution giant to be involved in a sanctioning process over the labeling of a product as everyday as bread, but here we are.
The news has caused a stir because the chain does not agree with the resolution and is already considering an appeal that could prolong this story. But, what really happened with this special bread that has stirred up so much dust?
Consumer Fine to Mercadona: the details that explain the conflict
The Ministry of Social Rights, Consumer Affairs and Agenda 2030 has imposed a sanction of 30,000 euros on Mercadona for the incorrect denomination and labeling of a special bread that the chain markets under its own brand. All this comes after a complaint by the association Facua-Consumers in Action filed in 2024.
The reasons for the sanction
According to the Ministry, the special bread labeled as “tortilla de” only refers to a type of whole wheat flour but does not mention all the cereals used, which contravenes Royal Decree 308/2019, which regulates the quality of bread. Furthermore, the product did not include the contact details of Mercadona, the distributor, but only those of the manufacturing company, which constitutes an act of "consumer deception" according to Consumer Affairs.
The impact of labeling on the consumer
The problem lies in the perception that the packaging may generate: the consumer may interpret that only whole cereal has been used when, in reality, refined flours are also present. This distortion is not acceptable in special products that may contain ingredients such as milk, eggs or fruits, something that does not occur in common bread.
Mercadona's response and the legal framework
Mercadona's defense
Internal sources at Mercadona have declared that they do not agree with the resolution and are considering appealing it. They argue that the product includes all mandatory information about composition, ingredients, and product responsibility, according to current regulations. They have also highlighted the work of their suppliers, who strive to offer clear and truthful information.
The procedure and the future of the case
The sanction is divided into three fines of 10,000 euros each for different infringements: incorrect denomination, lack of contact details of the distributing brand, and deception regarding the actual amount of whole cereal. In addition, a correction of the identified errors is required. Mercadona has two months to file a contentious-administrative appeal before the High Court of Justice of Madrid.
Regulations and labeling in the food sector
Requirements for private-label brands
When a product is marketed under the distributor's brand, the distributor is responsible for the food information, not the manufacturer. This implies that the contact details and denomination must reflect the brand under which the product is sold, key for transparency with the consumer.
Tips to avoid consumer confusion
Consumer experts recommend that labels be exhaustive and not misleading, especially on products with complex compositions such as special breads. The information must be clear regarding all ingredients, particularly in cases of ingredients combined with whole and refined cereals.
The Mercadona case highlights the need for rigorous and transparent food information, a basic requirement to guarantee consumer trust. The conditions of consumption are more demanding than ever and companies are called to comply without room for confusion.
Fines like this send a clear message to the food industry: deception is not allowed and consumer protection is taken very seriously.
The reality is that the sanction on Mercadona is not just an administrative matter, but an example of how consumer regulations are capable of acting to maintain transparency and respect in the relationship between brands and customers.
