SINGAPORE - BreadTalk has been informed that their recent actions were in breach of the law.
The bakery chain was also warned by the Consumers Association of Singapore (Case) that it would take action should such "flagrant breaches" continue.
News broke earlier this week that the 46-outlet chain's so-called fresh soya drink was actually Yeo's brand soya bean milk repackaged into bottles. The bottles had the words "freshly prepared" on them.
The letter, sent out by the consumer watchdog on Thursday, also called for a meeting with the company's management to "discuss the matter".
In the two-page letter, Case detailed how BreadTalk had breached the Consumer Protection (Fair Trading) Act .
Under the Act, it is an unfair practice for BreadTalk to do or say anything to deceive or mislead a consumer, or make a false claim.
"The questionable practice by BreadTalk is unacceptable," said Mr Seah Seng Choon. "By indicating the words "freshly prepared" on the bottles, consumers may reasonably be deceived or misled to believe that the soya bean milk was freshly brewed in-house and therefore command a higher value than Yeo's pre-packed soya bean milk."
Under the Act, a court may award the consumer damages in the amount of any loss or damage suffered by the consumer as a result of the said unfair practice. Case also has the authority to take up court orders against errant retailers to stop unfair business practices.
BreadTalk could not be reached for comment.