An Honestbee exotic meat promotion has drawn flak from Singaporeans – but the company says its intentions were pure.

Facing a storm of outrage on social media for advertising cuts of meat from pandas, koalas, whales and other endangered species on its website, Singaporean online grocery retailer Honestbee claims the campaign was part of a wider strategy to raise awareness of endangered species – and not a bad taste April Fool’s prank.

Saying deliveries would be made on April 1, indicating it was an April Fools prank, the grocer asked customers to “sink your teeth” into such items as Minke whale meat, tiger’s tail, koala sausages, komodo dragon egg and panda breast meat.

Under the banner of Explorer Joe Exotic Meats, the offer led to threats to boycott the company. However, Honestbee says it was part of a campaign to raise awareness of the illegal wildlife trade, and that all sales of Explorer Joe’s products will be donated to conservation organisations.

Spokesman Shane Chiang says the campaign was made on the backdrop of April Fools’ Day as the retailer wanted to create something meaningful. It did create backlash, but he says this was the intention in order to take the conversation further.

Chiang told PRWeek Asia that the campaign is also being run in Hong Kong and Taiwan.

There were more than 200 complaints by email and hundreds more on social media, reports Tech in Asia.

Above photos of a whale, panda, tiger, lizard, koala and a brown bear, the promotion read: “Pandas, Minke whales, tigers – what do you make of their taste? By popular demand, we have partnered with Explorer Joe Exotic Meats to provide you with some of the best exotic meats in the world … get in touch with your wild side and take your taste buds for a ride.”

Reactions appeared swiftly on Honestbee’s Facebook page…

“This is the worst advertising I’ve ever come across. Shame on you for poor taste and awareness of animal extinction!” wrote Nicole Tia, using the hashtag #boycotthonestbee.

“Everyone loves a joke, but please at least do it tastefully. Another lost customer,” wrote Darren David, describing it as “just too unsettling”.

“Honestbee should be ashamed of themselves,” wrote Samantha O’Meara.

In a statement released today, the company says the campaign’s true purpose is to raise awareness of illegal wildlife trading. On its Facebook page it wrote: “Do join us in our efforts to help eradicate and stamp out wildlife crime, and support these organisations that are working hard and are focused on wildlife conservation and eliminating the illegal wildlife trade today.”

It asks people to read a linked blog to see how they can help stop illegal wildlife trading.