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'Isle of White' error leads to reprint

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An error on a bag produced for the opening of the Isle of Wight’s first Asda store has led to a reprint of around 10,000 bags.

Asda used designs from two local schoolchildren for the special bags, which featured a map of the Isle of Wight and were produced to celebrate the opening of the new store in Newport on Monday, but the address in the corner of the bag was incorrectly listed as “St George’s Way, Newport, Isle of White".

Asda apologised for the mistake, which it blamed on a "printing error". 

“We’re hanging our heads for making this genuine printing error and we’re in the process of reproducing the exclusive design to get back on sale as quickly as possible,” said a spokeswoman, who stressed that the bags will be recycled.

PrintWeek was unable to locate where the bags were printed.

The supermarket's gaffe follows a spate of stories of similar incidents. Only last week, a Northern Irish council was forced to shell out more than £1,000 after printing collateral for a performance of Charles Dickens’ Great Expectations with an apostrophe in the wrong place, while a recent Freedom of Information request from the Daily Mirror found that 474,280 incorrectly printed tube maps had to be pulped last year. 

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