Tesco has scrapped a national advertising campaign after it used photographs of beef cattle for its cheap milk adverts.
The embarrassing gaffe was first spotted by farmers who pointed out the supermarket's posters showed Hereford cross cows- used exclusively for beef- in its £1 four-pint bottle of milk campaign.
"They are using Hereford cross cows which are 100 per cent beef animals that would never have been milked in their lives," Richard Yates, who has a herd of 100 Friesians near Bridgnorth, told the Shropshire Star.
He said the adverts show "how out of touch" the supermarket, which claims to have close ties with suppliers, is and "what they think" of dairy farmers.
Tesco said the advert has been axed and will be replaced to show dairy cows.
The supermarket, which took a hit in sales in the wake of the horsemeat scandal, declined to comment on how many posters would be taken down and how much it would cost the company.
A spokesperson added: "As soon as we spotted this mistake we organised for new pictures to be used, which customers can expect to see in their local store very soon."