Morrisons has been slammed for selling octopus for just 36p.
The yellow-stickered sea creature was spotted by vegan Justin Webb in Eccles, just outside of Manchester.
Sharing a photo of the octopus online, the shopper wrote: "36 pence for a dead baby octopus, one of the most amazing creatures to ever swim the seas.
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"I swear we do not deserve this world."
Morrisons have since said the octopus was not a baby but a smaller species of octopus.
In a follow up tweet, Justin wrote: "And in 20 minutes time, it will be thrown in the bin like trash."
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And it seems as though the post, which showed the octopus' original price of £1.41, has struck a chord with fellow Twitter users as it has since gone viral with more than 45,000 likes and 6,600 retweets.
Commenting on the post one person wrote: "I'm totally sick of the way fish and many other animals are treated in this world.
"I'm 64 and things are worse than ever, it's all about money. So much animal abuse of all kinds and as long as people are making money, it's ok."
Another said: "Awful. They are intelligent creatures. My daughter is a marine scientist and has worked with octopi. They recognise faces, interact and are very clever. They should not be eaten."
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The Conservative Animal Welfare Foundation has also condemned the supermarket, with the charity's co-founder Lorraine Platt telling The Times: "It just shows you the low value that we put on other living beings in our world around us. I don't think you can even buy a chocolate bar for 36p.
"Octopuses are highly intelligent, sentient animals that roam the seas and this image is heart-breaking. It really tugs at the heartstrings to see it shrink-wrapped. It's pitifully sad and grim."
Morrisons told LADbible: "This is the most commonly caught octopus species in Cornwall 'Eledone Cirrhosa' which is much smaller than the common octopus 'Octopus vulgaris'. The Eledone Cirrhosa species can mature from 1 year old, at anywhere from 5-12cm in size (based on gender; males tend to be smaller and females larger).
"Whilst we try our very best to manage our stock to customer demands, it is not always possible. Occasionally and as a last resort - to ensure that food that is fit for consumption is not wasted - we do provide an extremely limited number of price reductions."