Dragons' Den RoastCosy claims were exaggerated

Published: 15 February 2012 - 00:00
The supplier of a roasting accessory that was featured on the Dragons' Den television programme has failed to convince the ad watchdog of the accuracy of some of its claims for the product.
Dragons' Den RoastCosy claims were exaggerated
The sales text appeared on the website of Guardian Land for its RoastCosy, a flexible chainmail cover designed to aid the resting process of roast meats.

However, a reader asked the Advertising Standards Authority whether a number of claims made for the RoastCosy - "No more burning"; "Only perfect browning & crisping"; "Reduces food shrinkage"; "Retains more natural juices"; "Protects oven interiors from fat spit & spray"; and "Stays warm allowing your roast to rest & relax without losing its heat" - could be substantiated.

Guardian Land defended the claims and provided a test report and a product review, both carried out by a third party.

However, the ASA upheld the complaint on all bar one of the claims, concluding that Guardian Land had failed to provide adequate documentary evidence to back them up.

The one claim that did get the green light was "Only perfect browning & crisping". Because it concerned the texture and appearance of the meat the ASA decided that it was likely to be understood as a subjective view and was not capable of objective substantiation, and was therefore not misleading.

The other claims were, though, judged to be misleading and exaggerated, and ASA told Guardian Land to make sure that it held robust substantiation for all claims in future.


Published prior to March 2014
By Ann fredriks
Very expensive for a small gauze and a devil to get clean
Published prior to March 2014
By Dawn goodfellow
This is a must in everybodys kitchen.It is without doubt everything it Lays claim to be.So imagine my horror and disgust last week when I went into Lakeland to buy one for my granddaughter,to be told they no longer stocked them. What are they thinking about. Now I am trying to find out where I can purchace one.
Published prior to March 2014
By Lynette Clavering
I have had mine for a while and used it several times. I roasted a whole leg of lamb today and meat was well browned, moist,very little shrinkage, succulent and of course delicious.I have found no problems with this Roast Cosy and am very glad I purchased It when I did as Lakeland have now discontinued selling this Item,I just wonder why.
Published prior to March 2014
By Kerry Price
I first had a meal prepared with a Roast Cosy while visiting a friend in Scotland. The meat prepared was chicken and was absolutely delicious. I since bought my own and have used it both on the outside grill in making beer can chicken and just yesterday for a Thanksgiving turkey. I am very happy with the way it worked. This is an excellent cooking tool.
Published prior to March 2014
By stuart
How can it be good for the environment it needs washing twice wasting water and dishwasher detergent
Published prior to March 2014
By Becci Dawson
I bought on of these chicken covers and it was terrible! I definitely doesn't replace foil and the claims that it reduces foil waste is a lie! The thing gets hot so it's difficult to handle and the chicken was not moist or crisp! It doesn't protect the food from flies while standing! Absolutely terrible product and if anyone says its good they are involved with the product! I tried it on chicken and other meats and it is not worth trying! Don't bother with it and save your money!
Published prior to March 2014
By Christopher Moore
I have had one for over a year and it is excellant.
Am going to purchase a further 3 as a present for my children.
I agree with the comment that they could be a little bigger.
Published prior to March 2014
By Ffion Kitchen Gadgets
I too own a Roastcosy and was really excited about it when I first got it. However I recently tested it against cooking a chicken bare, and the Roastcosy one seemed to be drier. It's like the chain mail cooks the outer part quicker than the center, which leaves you with a dry bird. I'm going to do a proper test, but my conclusion so far seems to be if chain mail was good to cook with, wouldn't we have used it by now.
Published prior to March 2014
By John Chattell
I have found this product to be excellent for cooking meats in the oven. Not only does it keep the oven cleaner with far less splashes around the chamber, but I find the meat itself is more succulent and tender.
The only downside I found is that it is a little smal if you want to cook a large turkey or similar
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