A continental breakfast standard will no longer feature on supermarket shelves because Brits are unable to cope with the curves.
Croissants – a French pastry whose name means ‘crescent’ – are baffling breakfast diners according to Tesco – so they’re opting for a more strait-laced version.
The supermarket giant has blamed the croissant’s distinctive C-shape for a falling demand in sales, adding that customers “can only spread jam on straight ones”.
The shop, which sells nearly one million of the supermarket’s own label croissants a week, will sell straight ones from tomorrow, which they say is the choice of three quarters of customers.
“At the heart of the move away from curved croissants is the ‘spreadability’ factor,” said Harry Jones from Tesco .
“The majority of shoppers find it easier to spread jam, or their preferred filling, on a straighter shape with a single sweeping motion.
“With the crescent shaped croissants, it’s more fiddly and most people can take up to three attempts to achieve perfect coverage, which increases the potential for accidents involving sticky fingers and tables.”
On Twitter, users were dismayed and concerned.
Jed Odermatt wrote: “UK moves further away from Europe,” while Lord Belmont added that it was: “Utterly preposterous.”
Noreen Jameel frothed: “The horror, leave baked goods alone!” and Laura Drake Champbers added: “SERIOUSLY??? Kill me now.”