The UK's Trading Standards Agency has found that Tesco's packaging of duck meat may be 'misleading' to consumers.

The case was brought before the government watchdog by animal rights group Viva! who claimed that pictures of reeds and bulrushes featured on packaged duck meat implied that the birds were free range.

The animal rights group claimed that Tesco ducks are supplied by Kerry Foods. Viva said they are reared in industrial sheds in groups of around 10,000 birds with no access to the outdoors or water for swimming.

The Agency said it found that the packaging was potentially misleading and may contravene section 15 of the 1990 Food Safety Act.

In a meeting between Trading Standards and Tesco, the company agreed to redesign the packaging.

A Tesco spokesperson told just-food: "We did not intend for the background of our fresh duck label to be misleading and as a result of this complaint we will be redesigning the label.

"The ducks used to supply this product are reared inside houses to Tesco's animal welfare standards, which meet all the Freedom Foods (RSPCA) requirements."

Justin Kerswell, Viva!'s senior campaigner said: "We are delighted that Tesco has been forced to back down over this outrageously misleading packaging. We've killed the packaging and now we want to kill the awful practice of factory farming ducks."

Viva!'s latest crusade follows previous successes against Sainsbury's, Marks & Spencer, Waitrose, Somerfield and Asda, who have all stopped selling meat from debeaked ducks following Viva! campaigns.