A WOMAN who bought an inflatable paddle board from Tesco died just hours later after taking it out to sea.
Emma Louise Powell, 24, was one of a group of four paddle boarders on a late night seaside trip during a heatwave in July.
But tragedy unfolded when Emma and her cousin Amber Powell got caught up in a tide and smashed into a jetty.
Her other cousin, Courtney Powell said: "They quickly went out of sight. We couldn't see them.
"We didn't think anything of it at first as both had been laughing."
She said she then heard Amber shout: "Help, Emma's in the water. She's stuck. I can't see her."
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The inquest heard neither girl was wearing a life-jacket when Emma got trapped in a ladder at the jetty at Conwy Morfa beach in North Wales.
David Jones, of Conwy Lifeboat, said there was a strong tide and current which would "be a challenge for anyone to swim against it."
The inquest heard she was officially pronounced dead at Ysbyty Gwynedd at 12.35am on July 15.
Senior coroner John Gittins recorded a conclusion of accidental death.
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He said: "It was the unintended consequence of a deliberate act; going paddle boarding and sadly losing her life as a result of that."
Mr Gittins said he would write to Tesco and to the Government with his concerns whether life-jackets should be sold with paddle boards or more safety advice given.
He added: "I know I would not be comfortable unless I raised my concern with someone."
But he said his intention wasn't to "single out" the Tesco store in Llandudno Junction as it is a "national consideration".
Emma's family said in a statement: "Emma was a beautiful young lady, who was adventurous and had a free spirit.
"She will remain in our hearts for the rest of our lives."
Emma's family thanked well-wishers for their support on a fundraising page, saying: "Emma was like no other, everyone who was lucky enough to cross paths with her had no choice but to love her. She was a huge happy go lucky personality.
"She was such a vibrant soul with a huge heart, but could also be a stroppy cow when she wanted to be, but that’s just our Emma."
Tesco will have 56 days to respond to the coroner's request.
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Tesco told The Sun Online they have not yet received the coroner's letter but will "thoroughly review" concerns raised in it.
A spokesperson added: “We are deeply sorry to hear about this tragic incident, and our thoughts are with everyone affected by it."
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