The supermarket will no longer sell crescent-shaped croissants, because customers find it too challenging to spread jam on anything round.
Tesco
Tesco
Tesco has today announced it will no longer sell crescent-shaped (aka regular) croissants.
From tomorrow, all Tesco own brand croissants will instead be sold in “straight” shapes only.
The retailer insisted to BuzzFeed News it was not an early April Fools’ joke but that it had taken the decision to change the shape in response to customer demand.
It said a survey showed 75% of Tesco customers “preferred straight ones” because of the “spreadability factor” and because they looked more “sophisticated”.
Demand had, it said, fallen because people in Britain find it too difficult to spread jam and other fillings on the crescent-shaped pastry.
“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,” said spokesman Harry Jones.
Some shoppers took to Twitter to express concern at the inability of many people to spread jam on a curved shape.
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