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An Asda store in Gwynedd which installed a display of England football merchandise has taken it down following a backlash from customers.

The stand at the Caernarfon shop featured a range of merchandise branded with the St George’s Cross, including flags, hats and water bottles.

One shocked shopper said: “Asda are very good on bilingualism usually, especially Welsh labelling. I’m surprised at this faux pas.”

An Asda spokesperson said: “The merchandise was incorrectly sent to the store and has been removed from sale.”

Cllr Craig ab Iago, Gwynedd council’s cabinet member for housing, leisure and culture, said putting the stand up in the first place showed the supermarket’s ignorance.

“It enrages me that they still want our money but they just don’t consider how we feel about it,” he said.

“The only answer to it is voting with our wallet and that we stop using them. We really need to boycott them.

“It might be asking a lot but we need one supermarket or English business to come forward and say ‘we’re not going to do this’ and we can just use them instead.

“I understand that there are some English people who might be interested in it but you’re in Wales, at least put some Welsh stuff up as well.”