Tesco has announced that from now on, it will only purchase straight croissants for its UK stores, because of what it calls “spreadability factor” that has made them more popular with British consumers than their traditional curved counterparts.
The retailer said in a press release that while both styles of croissants have been available on the British high street for some time, demand for curved ones have fallen, as shoppers opt for a shape they find easier to spread toppings on.
“After demand for crescent shaped croissants started falling, we spoke to our customers and nearly 75 per cent of them told us that they preferred straight ones,” Tesco buyer, Harry Jones, commented.
“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 added.
“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.”
According to Tesco, shoppers also believe that straighter croissants are more sophisticated and of better quality than the traditional variety.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
