Sainsbury’s took down a picture of an “incorrectly” arranged cream tea after furious shoppers in Cornwall threatened to boycott the store.
A photo of the sweet treat on a wall inside the store sparked a backlash from regulars in Truro.
The image depicted a scone with cream spread on the bottom and a dollop of jam on the top.
People in Cornwall have always put jam on first while folk in neighbouring Devon start with the clotted cream.
Disgusted customers contacted Sainsbury’s to complain, and as a result the supermarket chain apologised and quietly removed the photo from the baked goods aisle, CornwallLive reports.
Who does a cream tea the proper way – Cornwall or Devon? Join the conversation in the comments section below.
An empty frame now hangs on the wall where the picture was displayed.
Sainsbury’s said it had nothing more to say about the saga, which went viral.
Earlier, Sainsbury’s had said: “Our afternoon tea has all scone wrong in Truro!
“We are reviewing the customer feedback we have received.”
Andreas Drosiadis, who took the original photo and runs the Mediterraneo deli in Truro, posted the image on Facebook asking: “How did this happen?”
Andreas, 48, said: “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.”
CornwallLive, a Mirror sister website, joined the furore, tweeting: “Sainsbury’s what’s this? A fruit scone! with the cream on first! advertised in a Cornish store.
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“The cheek of it! Do you think this is acceptable?”
Sainsbury’s replied: “An imposter! Which store did you see this please? We’ll have a word with them about this blasphemy!”
After learning of the store location, Sainsbury’s added: “That’ll never do at all Truro!
“I’ve logged some feedback to the manager of the store to ensure they are made aware of this imposter and repair it accordingly.”
Andreas’ tweet went viral and renewed the debate over how to dress a scone – is it jam first or clotted cream?
Originally from Greece, the deli owner said: “Because the clotted cream is denser than the jam, the jam should go first and the clotted cream after so everything stays neat and clean without the jam pouring on your fingers.”
He added: “We now have the British authority on etiquette to back up the argument. That’s how the Queen has it.”
On Twitter user wrote: “Sainsbury’s are correct.
“When you have jam on toast do you put the butter on after the jam…?
“No you don’t. And we all know the population of Cornish people in Cornwall is about 10%. Keep up the GOOD work Sainsbury’s.”
Another wrote: “Utter garbage.
“I’m Devonshire (70+) as were my parents and their parents parents. It has ALWAYS been jam first.
“Media hype to cause friction between 2 counties.”
A third added: “Only the Cornish! Backwards people, living in the past. Sort out your issues.”
“The food police are on the march again,” a fourth wrote.
“Put it together how you like and get it down your neck.
“Be happy you have food. Can’t be doing with the squawking of the food correction brigade.”