There seems to be somewhat of a logical gap here, believing that providing an alcohol incentive for giving blood with inevitably lead to liver disease and death, but I suppose people are intended to give blood only for a cookie and self-satisfaction:

A spokesman for NHS Blood and Transplant said: "Donating blood is a completely altruistic act and NHS Blood and Transplant (NHSBT) does not welcome or condone this sort of promotional activity in association with the generous act of donation."

The Cumbrian-based Turbo Drinks company has been plugging its drink on Twitter with the message: "No more messy mixing it yourself....but you still have a messy night out!"

Last night, company spokesman Nigel Tarn admitted the promotion had been a huge error of judgement.

He said: "We employ numerous freelance staff and require them to create their own promotions.

"One of them naively thought that by doing the promotion they would be highlighting the shortage of blood and ensuring new donors.

"We now recognise this to have been in poor taste and have terminated the campaign."