Having trouble spreading jam on your breakfast pastry?
Apparently you’re not alone, as “the spreadability factor” is pushing British supermarket giant Tesco to fall out of favour with curved croissants.
That’s right – curved croissants will no longer be sold at Tesco’s more than 3,500 stores in the U.K. because British consumers say it’s too difficult to spread jam on them.
Take that, France.
“At the heart of the move away from curved croissants is the spreadability factor. The majority of shoppers find it easier to spread jam, or their preferred filling, on a straighter shape with a single sweeping motion,” Tesco merchandise buyer Harry Jones said in a statement.
“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,” Jones said.
Croissant means crescent in French and the popular pastry is offered in either a curved or straight shape at bakeries and coffee shops around the world.
Fred Naggar, owner of Delysées Authentic French Bakery on King St. in Toronto, said bakeries in France give customers the option of choosing between curved or straight croissants.
“I think the curved croissant is more of a classical way of making it and the straight croissant is more of the modern way of making them,” Naggar told the Star.
“Straight always looks, I think personally, better,” he said. “Also it’s easier to fill.”
But the switch at Tesco – and the reason the change was made, in particular – drew ridicule online Friday, with many people asking: if the pastry is no longer curved, is it fair to still call it a croissant?