British consumers now prefer the straight variety of the breakfast pastry, and from today (19 February), Tesco will no longer sell curved croissants. 

The reason the traditional crescent-shaped croissant has fallen out of favour is reported to be because the straight ones are easier to spread with jam. Research found they needed as many as three attempts to get condiments on the curved ones, and Tesco said the curved croissant had become so unpopular that the chain would only offer the straight version from now on.

This change will affect nearly one million a week of the supermarket’s own-label products, which are all currently curved.


Crescent-shaped croissants are traditionally made with margarine, while the ones without the signature curve are made with butter. But the Tesco curved croissants were made with butter, and the new straight version will also be made with butter.

The supermarket claimed three-quarters of customers preferred the patisserie classic to be straight, because without the curve, it is easier to cut open the pastry and spread a filling across the inside.

75% prefer straight

Tesco croissant buyer Harry Jones explained: “After demand for crescent-shaped croissants started falling, we spoke to our customers and nearly 75% of them told us that they preferred straight ones.

“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.

“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.”