Waitroses stocks of the deepwater fish, which is thought to live to 140 and to start reproducing at 30, had been taken from catches off New Zealand. But Bite-Back persuaded the company that takes of roughy are unsustainable.

Right now it is being fished to death and those that continue to buy and sell orange roughy are effectively endorsing its extinction, said Graham Buckingham, Bite-Back Campaign Director.

Bite-Back has already persuaded Waitrose, Sainsburys, Tesco and ASDA to remove vulnerable pelagic species such as shark, swordfish, marlin and monkfish.