An apology has been issued from Waitrose after ITV advertised the retailer's meat product during the first-ever plant-based cooking show.
Living On The Veg, which stars cooking duo BOSH! (aka Henry Firth and Ian Theasby) sees the pair joined by special guests as they 'show you just how easy it is to recreate all your favorite meals without the meat and dairy'.
But outrage broke out after the Sunday morning program, which aired last week, was followed by an advertisement featuring animal products.
'Flogging animal parts'
According to The Telegraph, Director of Vegan Corporate Projects Dawn Carr said: "Waitrose missed a trick here. Rather than flogging animal parts that fewer and fewer people want, the supermarket chain could have seized the opportunity to showcase its impressive range of plant-based meal options.
"People are ditching meat, dairy, and eggs in favor of delicious vegan foods, which are kinder to our bodies, the environment, and, of course, animals."
'No offense was intended'
A Waitrose & Partners spokesperson said: "We're sorry for the sponsorship credits used around this program on Sunday - our credits top and tail a number of food shows on ITV and we didn't know the subject of this one in advance."
ITV added that 'absolutely no offense was intended', stating: "Waitrose's sponsorship with ITV is pegged around Sunday morning cookery programming, as opposed to the Living on the Veg show specifically."
You can catch up on Living On The Veg here