A croissant crisis is underway in the UK, after supermarket chain Tesco dropped a bombshell on pastry lovers - their croissants will no longer be curved.
According to The Guardian, Tesco claims 75 percent of its customers actually prefer non-curved croissants saying it makes for an easier job when applying conserves.
Forget the fact that croissant directly translates to 'crescent', the food giant says demand for the breakfast pastry has been facing a decline, and UK consumers believe the straight-style is more sophisticated.
The supermarket told The Guardian it is the start of far greater improvements to the baked goods in its bakery. It is also looking at putting more chocolate chips into its home-labelled brioche and is looking at a creamier ganache for chocolate cakes.
However it isn't all bad news for croissant fans.
Sainsbury's say it has no plans to discontinue its curved croissants.