Somerfield were poised to launch a new range of ready-made meals later this month under the label Menu Selection. They were to include kangaroo, ostrich and crocodile meats. The decision not to proceed affects all 590 stores trading under the names Gateway, Solo and Food Giant as well as Somerfield.

In response to Viva!’s appeal to their chief executive, David Simons, Somerfield said: “Following recent press reports and negative comments from the general public concerning some supermarkets sourcing of such exotic meats, we have decided to remove these exotics from the launch range.”

Commenting on Somerfield’s decision, Juliet Gellatley, director of Viva! said: “This is a superb example of consumer power at work and we congratulate Somerfield wholeheartedly for their principled and sensible decision - and for listening to the views of their customer.”

Ms Gellatley went on to say: “The killing of wild animals for meat is barbaric, unnecessary and threatens an ecological disaster. Supermarkets wield enormous power and must stop jumping on every new bandwagon they perceive to be profitable. Just this week the Dunstaffnage Marine Research Station at Oban reported that the ‘food of tomorrow’, deep water fish from the Atlantic, have been virtually wiped out just a few years after being discovered.

“Sainsbury have encouraged their customers to eat these fish by printing recipe cards. Presumably their suppliers assured Sainsbury there was no danger of extinction, just as the Australian High Commission is currently assuring them that kangaroos are also safe - and that they are killed humanely. Both of which we know to be untrue. Sainsbury is now the last remaining supermarket chain to sell the whole range of exotic meats and we will be concentrating our efforts on them. Our campaign will continue outside their stores nationwide. We will also be targeting Waitrose who are trailing ostrich meat.”