Prepare to say au revoir to curvy croissants.
The delicious pastry will no longer be sold at Tesco in its traditional form because apparently us Brits find it just too much of a faff.
Such a hassle is the croissant curve that demand for them has fallen as we settle for the straight version instead, and Tesco has responded by cutting the buttery bends for good.
"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," said buyer Harry Jones.
“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."
It's all down to efficiency - apparently we take up to three attempts to get the jam and butter in the right place. Who knew?
The straight croissant will lead to less sticky fingers at the breakfast table, but the French probably won't be impressed.