In a surprising move to meet the customers' demands, Tesco will no longer be selling crescent shaped croissants and will be selling "straight" ones instead.
From last Friday, all Tesco own - brand croissants are scheduled to sell "straight" croissants only.
According to the retailer, it had taken the decision to appease the customers and a survey showed that 75 percent of Tesco customers "preferred straight ones" because of the "spreadability factor" and because they looked more "sophisticated", reported Buzzfeed News.
"After demand for crescent shaped croissants started falling, we spoke to our customers and nearly 75% of them told us that they preferred straight ones," said Tesco's croissant buyer, Harry Jones.
"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," he went on to say.
"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."
The supermarket said the change is part of a wider range of improvements it is making to key bakery products, including putting more chocolate chips in its own brand brioche and creamier ganache in its chocolate cakes, according to The Guardian.
While some shoppers were pleased with Tesco's initiative to change the shape of the croissant and appreciated that on Twitter, others were quite furious with the change and went on to say that this was another sign that the UK was moving further away from Europe.
Sainsbury's and Waitrose confirmed they sold both curved and straight croissants and had no plans to discontinue either type.
"The easiest way to enjoy a curved croissant is to do it the French way - by dunking it into a dollop of jam," a Waitrose representative said.
