Asda has agreed to change the printed labels on one of its meat products after coming under fire for allegedly misleading consumers.

The English National Farmers' Union (NFU) said last month it was considering making a formal complaint about the supermarket's Hereford Prime Beef Sirloin Steak, which came from cows reared in Uruguay.

It was claimed that this use of the word 'Hereford' - together with its positioning among British-reared meat - made it appear as though the product was British, with only fine print revealing the truth.

In fact, the terminology referred to the breed of the cows, not their location.

Now, Farmers Weekly Interactive reports that Asda has issued new printed labels for the steaks and that the NFU is happy with the new presentation.

The organisation's Lee Woodger said he is pleased the supermarket listened to the complaints and called the new packaging "exemplar".

He added that he intends to write to the British Retail Consortium "to encourage them to improve the voluntary code of practice on country of origin labelling".

Denny Bros Ltd, 06 October 2011