A television advert for Heinz Deli Mayo in which two men share a kiss has been voluntarily pulled after receiving nearly 200 complaints from viewers.

The ad, which launched last week and was due to run for five weeks, showed a family getting ready to go to school. A man making sandwiches and dressed as a New York delicatessen worker is referred to as 'mum' and kisses the 'father' goodbye.

It is already on track to be one of the most complained-about ads of the year, said the Guardian.

“It is our policy to listen to consumers,” said a Heinz spokesman. “We recognise that some consumers raised concerns over the content of the ad and this prompted our decision to withdraw it. The advertisement, part of a short-run campaign, was intended to be humorous and we apologise to anyone who felt offended.”