Sainsbury’s shoppers in Cornwall have been left unimpressed after it used a picture of a scone with cream on the bottom and jam on top in one of its cafes.
People in Cornwall and Devon have long been at loggerheads over how a scone should be topped.
Those in Cornwall argue that the jam should go first then the cream, while households across the border say jam should go on top instead.
The image of the fruit scone with cream on the bottom was spotted being used in a Sainsbury’s cafe in Truro, Cornwall.
Andreas Drosiadis, who runs the Mediterraneo Deli in Truro, posted a picture of the advert online with the caption: "How did this happen?”
He told Cornwall Live: "England is a country with strong local traditions that shape our everyday life.
"'Jam first' is a characteristic example of this and Sainsbury's should have known better."
His post was followed by a string of angry responses from fellow Cornish residents, although some did see the funny side.
Some also pointed out that according to Cornwall tradition, scones with fruit already in them only require butter - not cream or jam.
One person said: "Well that is disgraceful... time to boycott after telling them where to shove their scones and pronouns!"
Another added: "Disgusting. They need telling. Boycott that shelf in Sainsbury's."
A third said: "That's not Cornish!"
In one light-hearted response, someone added: “Put it together how you like and get it down your neck.”
After the image was tweeted out, Sainsbury’s replied on Twitter saying: “An imposter! Which store did you see this please? We'll have a word with them about this blasphemy.”
Supermarket bosses have since apologised and promised to change the offending photo.
A spokesperson said: “Our afternoon tea has all scone wrong in Truro! We are reviewing the customer feedback we have received.”
