A Costa Coffee radio advert has been banned by U.K. authorities for encouraging people to eat its bacon rolls for breakfast instead of avocados, local media The Independent reported.

Costa is the country's leading coffee chain in terms of number of outlets.  

Two listeners reportedly complained the promotion discouraged consumers from selecting fresh fruit.

The commercial, aired in June, featured a voice-over that was quoted  by the article as saying: "Oh, there's a great deal on ripen-at-home avocados. Sure, they'll be hard as rock for the first 18 days, three hours and 20 minutes, then they'll be ready to eat, for about 10 minutes, then they'll go off."

It encouraged people to head to the coffee chain for a bacon roll or egg muffin instead.

Costa reportedly said the advert played on the "unfortunate issue of ripening" avocados and was not suggesting listeners make a definitive choice over two breakfast items. It simply informed customers they had a promotional offer "to satisfy breakfast requirements", the company was quoted as saying.

However, the Advertising Standards Authority (ASA) said consumers would interpret the ad as a comparison between the experience of eating an avocado and a bacon roll or egg muffin. 

 "We considered that, although the ad was light-hearted, it nevertheless suggested avocados were a poor breakfast choice, and that a bacon roll or egg muffin would be a better alternative, and in doing so discouraged the selection of avocados," the ASA reportedly said, ruling that the advert must not be broadcast again.

"We told Costa to ensure future ads did not condone or encourage poor nutritional habits and that they did not disparage good dietary practice."