Tesco has been slammed for its "misleading" labelling of chicken following a consumer poll.

More than 10,000 people voted in a Chicken Out! poll on whether labelling of standard own-label chickens sold in Tesco, Asda, Iceland, Morrisons and Lidl reflected the way the chickens had been reared. Over 75% said Tesco's labelling was the most misleading.

"Many supermarkets are using packaging that includes meaningless descriptions and images representing the outdoors, that could imply chickens live a healthy, outdoor life," said CIWF campaign co-ordinator Eloise Shavelar.

Tesco rejected the poll, stating: "We're as clear as possible on all labelling."

CIWF has asked the public to design a label signifying intensively reared chicken, to be presented to Tesco at the Poultry Welfare Forum on 27 February.

The Chicken Out! campaign is led by CIWF and Hugh Fearnley-Whittingstall.