"Firstly, its blatant exploitation of women is tasteless and base, and quite simply unacceptable. Irish rugby has a strong family focus and would not tolerate any connection with such an approach.

"Secondly, the claim that the product is a 'Proud Sponsor of Irish Rugby' implies that the company is a significant sponsor of the game in this country, through the IRFU. This is absolutely untrue and a cynical ploy in an attempt to capitalise on the popularity of the game.

"By doing so, it has the potential to undermine the legitimate claims of the many genuine sponsors and supporters of Irish rugby whose investment has been a key element in the success of rugby at grassroots level throughout the country, and of our provincial and national squads.

"In addition to pursuing the immediate withdrawal of the campaign through legal means, we are also writing to the Advertising Standards Authority of Ireland bringing to their attention the misleading claims.

"We would hope that the management of Largo Foods would withdraw the campaign immediately."