British Supermarket Removes Curved Croissants Over Jam ‘Spreadability’ Issues

Starting today, Tesco customers who want a traditional French croissant will have to look elsewhere.

The British supermarket chain — and the world’s second-largest retailer — announced this week that it will no longer be selling curved croissants, bowing to pressure from shoppers who prefer the “spreadability factor” of a straight croissant.

Harry Jones, croissant buyer for Tesco, explained in a news release, “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….”

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