Answer received:
“Thanks for emailing Steve Rowe about our meat and poultry products. As a member of Steve’s personal team, I’m replying on his behalf.
I’m sorry you’re disappointed that some of our meat and poultry products currently contain sugar.
Our cooked chicken and some of our meat products contain a very small amount of sugar. This is added for two reasons – to improve the flavour of the meat, and to enhance browning during the cooking process. It is used in very low levels and the products aren’t marinated in sugar.
I’d like to assure you that sugar reduction is very much on the agenda and we’re currently investigating alternative ingredients which deliver the same succulence, flavour & colour.
On behalf of Steve, many thanks for getting in touch.”
Two interesting points: sugar added to improve the flavour of the meat (!) and ‘products aren’t marinated in sugar’. I’ve never added sugar to meat, surely it has enough flavour of its own. And the label on the roasted chicken products clearly states ‘roasted in a sugar marinade’.
Methinks a response is necessary, but will have to wait until Saturday when I can hopefully get a photo of the label.
But at least they replied. And quickly.