Story Archive

Curvy Controversy

British supermarket chain Tesco has announced it has stopped selling crescent-shaped croissants in favor of a non-curved variety of the pastry, claiming shoppers just can’t figure out how to get jam on the curved ones. It’s “the spreadability factor,” claims Tesco’s chief croissant buyer, Harry Jones. “The majority of shoppers find it easier to spread jam, or their preferred filling, on a straighter shape.” Curved croissants, he says, are “more fiddly” and “most” Brits “can take up to three attempts to achieve perfect coverage, which increases the potential for accidents involving sticky fingers and tables.” British newspapers are ridiculing the store’s claims. The London Guardian called it an “utter nontroversy” — and ran a 5,800-word feature on how to eat the breakfast bread. And the London Telegraph polled readers to find 81 percent prefer curved. (RC/Gloucestershire Echo, London Guardian, London Telegraph) ...So apparently only Tesco thinks Brits are too stupid to be able to spread jam without their help.