Customers of a UK supermarket are poking fun at a decision to stop selling crescent shaped croissants.
Supermarket chain Tesco announced on Friday it will only be stocking straight versions of the French pastry because customers "can only spread jam on straight ones".
The call has been mocked by social media users with many pointing out on Twitter that "croissant" means "crescent" in French.
If Tesco are changing the shape of croissants, what are they going to call them?— Lady o' the Hill (@IreneHutchison) February 18, 2016
Twitter user "Gav" wrote: "Doesn't croissant mean crescent? Dumb #Tesco" while Aze Kaichen tweeted: "Straight croissant is an oxymoron".
Others were incredulous as to how Tesco could claim that customers were finding it too hard to butter the traditional curved version.
Harry Jones, from Tesco, explained: "At the heart of the move away from curved croissants is the 'spreadability' factor."
He said most shoppers find it easier to "spread jam, or their preferred filling, on a straighter shape with a single sweeping motion."
Seriously, clue is in the name. 'Croissant'. Not supposed to be straight. People can't cut them properly? Stop holding knives like pens!— mrsb (@Mrs_Bentos) February 19, 2016
The problem with the crescent croissants, according to Tesco, is that they're "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."
"Mostly Harmless" took a sarcastic approach to the statement, claiming: "I once got some jam on my finger after hopelessly miscalculating the curve of a croissant. Good on you Tesco, every little helps."
I once got some jam on my finger after hopelessly miscalculating the curve of a croissant. Good on you Tesco, every little helps.— Mostly Harmless (@nosliWtrautS) February 18, 2016
While many argued about the motive behind the shape change, others suggested April Fools' had come early: "Tesco are making croissant straight cause we can't spread jam on a curve..... Is it April fools day early??!!" wrote Morag.
For some Twitter users, the move was seen as an indicator of how lazy Britain has become.
Amy Deal said: "Low spreadability factor?? What even Tesco? Please stop facilitating the abhorrent laziness of this country, and give me a real croissant."
The British Publick, proven unable to contend with a curv'd CROISSANT, shall now be entrusted with a Referendum 'pon EUROPE— Samuel Johnson (@DrSamuelJohnson) February 20, 2016
The tweets followed Tesco's announcement that the "tricky" curves of a crescent croissant are responsible for the falling sales of the pastry and that three quarters of their customers prefer the straight version.
But one Twitter user believed that claim was just an excuse for cost cutting:
No one at Tesco surveyed me about croissant shapes; don't believe they did one. Cost cutting to get more product in the oven at same time— David Robertson (@david162630) February 19, 2016