British supermarket Tesco said that it would only sell straight croissants from today. The largest supermarket chain in the country said the decision was made after it found that seventy five percent of Tesco customers prefer non-curved version of pastry. The reason for this strange likeness for these straight croissants is that they are comparatively easy for spreading jam.
“As the demand for curved croissants began to decline, we have been talking to our customers. Nearly 75 percent said they prefer straight variants,” said Harry Jones, croissant buyer at Tesco’s. The main reason for the decision was the “spreading factor,” says Jones. Most people find it easier to spread jam on straight croissant with one smooth motion. In croissants with crescent shape it can cost up to three attempts to make the perfect low spreads. This in turn increases the risk of sticky fingers and dining tables.
The English newspaper Guardian quotes croissant connoisseur Michelle Wade, who disagrees with the decision of Tesco. “Croissants are supposed to be crooked, the points touching. But Tesco’s decision is good for real croissant bakeries, because their product is therefore more authentic. The other major British supermarket chain Sainsbury’s and Waitrose announced that they will continue to sell both straight and curved croissants.