British bakery chain Greggs has apologised to Christians for replacing baby Jesus with a sausage roll in a nativity scene.
Greggs released the publicity shot for their new advent calendar, in which the Three Wise Men crowd around the savoury rather than the son of God.
The UK Evangelical Alliance condemned the unsavoury photo, claiming Greggs was "manufacturing a scandal to sell baked goods".
Right-wing pressure group Freedom Association called the photo "sick", and said Greggs would "never dare" insult any other religion.
However many Twitter users saw the funny side.
"Crumb all ye faithful," one person said.
"Nothing but respect for my lord and savoury," another joked.
One user pointed out that 'Jesus' said backwards sounds like sausage.
"We're really sorry to have caused any offence, this was never our intention," Greggs said in a statement.
However, it would not be withdrawing the product.
The advent calendars will go on sale across the UK on Monday. Each door reveals a mini festive scene, with Greggs discounts totalling between Â£35-Â£60 (NZ$67-$115).