Consumers are becoming increasingly conscious of how the food they eat is produced and want, more than ever, to buy products from animals reared on a non-GM diet

Mike Coupe Asda

On Thursday, Marks & Spencer announced that fresh beef, lamb, chicken, and salmon sold in its stores would not have been fed GM food.

Eggs would also be from chickens fed only on natural products, a spokesman for the ailing high street retailer said.

Almost two thirds of shoppers would prefer to buy products from animals fed non-GM diets, according to an Asda poll of more than 1,000 people.

The company claimed it had received hundreds of letters from customers calling for the removal of GM animal feed from the food chain.

Trading director Mike Coupe said: "The message from customers is loud and clear.

"Consumers are becoming increasingly conscious of how the food they eat is produced and want, more than ever, to buy products from animals reared on a non-GM diet.

"If other retailers follow suit, non-GM animal feed will become the industry standard and the premium charged for it will diminish, as well as the costs to retailers and producers."