Packets of Primo thinly sliced chicken and other meat and dairy products were plastered with the message at a Woolworths in St Helena, an outer Melbourne suburb, on Friday.

The move has angered meat eaters who think animal activists are going too far to get their message across.

‘Vegans are getting to a point where they are just as bad as extremist religious folk,’ one man said on Facebook.

‘Hope it’s dead! I’m not eating it if it’s still alive,’ another man said.