A shopping tote with a strawberry on is dividing opinion because of the word ‘tart’ printed across the middle – some can’t wait to get their hands on the ambiguous bag while one says its ‘sexism brushed off as banter’
A new Waitrose bag featuring an ambiguous word has stirred up controversy.
Some supermarket shoppers have found it hilarious and are rushing to buy one. However, others claim it “normalises misogyny”.
The new bag for life, costing £5, is decorated with a red and green stripe plus a strawberry in the middle. Covering the strawberry design is the word ‘Tart’ and below it lies a Waitrose & Partners logo. While it’s clear the bag is referencing the popular dessert strawberry tart, people have been gobsmacked it has been added due to its alternative and “sexually aggressive” meaning.
According to Collins dictionary, the definition of a tart is ‘an insulting word for a woman who dresses or behaves in a way that suggests she wants to have sex with a lot of different people’. The new shopping tote struck debate between TV stars on This Morning recently as presenter and broadcaster Ashley James said: “Some people find it funny but I just think it’s kind of unnecessary.”
The mum-of-two and content creator, who was speaking to Ben Shepherd, Cat Deeley and LBC’s Nick Ferrari, when she added: “There’s also other ones which have a picture of an apple and crumble. So its clearly within the context of the range of bags, but they knew what they were doing.”
She continued: “Some people say it normalises misogyny. Whenever we hear about cultures of misogyny, it’s all these types of things that are normalised. Sexism is almost brushed off as banter.”
Nick made his point and said: “I think it comes down to individual choice. If the only shopping bag the store was giving out was that one, I would have a real problem. But you’re offered a choice of bags. If a bloke or a woman wants to take one of those, let them do it.”
But a number of people have been outspoken about how much they love the bag. After This Morning shared a video clip of the bag on TikTok, one individual said: “I want a tart bag now.” “Off to Waitrose to purchase a ‘tart’ bag,” added another.
One other dubbed it the “best bag I’ve ever seen”. “I want one, love it,” agreed another.
Others pointed out they look at the bag and think of a strawberry tart instead of its alternative meaning. “It’s not a tart bag, it’s a strawberry tart bag,” added one. “Aren’t they just advertising strawberry tart,” wrote one other.
On X one individual said: “Finally A @waitrose bag I can resonate with.” But another dubbed it “sexually aggressive”.
Waitrose have been contacted for comment.
Do you agree? Share your thoughts in the comments below.
Do you have a story? Get in touch at Lucy.Marshall@reachplc.com.