Morrisons has sparked a row from furious customers after punting products with Union Jack packaging.
Porridge, butter and eggs emblazoned with the patriotic flag has stirred up a reaction among shoppers who argue the 'British' products are 'intimidating'.
A Twitter user started the debate after posting a photo of eggs and butter on the shelves of the supermarket giant, Nottinghamshire Live reports.
"Just back from a trip to Morrison’s. Is it just me, or have their butter and eggs always been this... patriotic?," they wrote.
One person replied by sharing a photo they had taken of similar packaging in the supermarket, this time on porridge.
They said: "Very upset by porridge I saw in Morrisons. This flagging everything is very unpleasant and quite intimidating."
Porridge is traditionally a Scottish product, with the majority of oats grown, ground or rolled in Scotland to give it that distinctive texture.
Another called for immediate action and encouraged fellow shoppers to trike from shopping at Morrisons.
They posted: "Retaliate. I'm no longer buying anything packaged as such. Hurt them through their bank accounts."
A spokesman for Morrisons refused to comment.
However, not everyone was shocked or upset by the Morrisons branding.
Star of The Chase and I'm a Celebrity... Get Me Out of Here, Anne Hegerty, led the mocking of those who claimed to be 'intimidated'.
The Chaser joined in the Twitter debate and said: "Is it the Irish porridge that's upsetting them, or does it only apply to the British one?”
Others rallied behind the quizmaster and scoffed at ideas the packaging could be inappropriate.
One user wrote: "I can’t believe you all get triggered over the fact it’s showing we have British products in our stores.
"You should be proud that it’s cut down on air miles and transport costs and in turn is helpful for the environment. No, you’d rather moan about the national flag."
Another failed to understand the debate and said: "Is it a problem? I don’t get why are people getting their knickers in a twist?
"British products being sold in Britain with the British flag on them. Am I missing something?"
