Waitrose has said sorry after a cream tea poster showed the cream on first - in Cornwall. The supermarket chain left Cornish shoppers reeling after the ''hideous blunder'' was spotted on an advert in Truro.
The way jam and cream are put on a scone in a cream tea in Cornwall and Devon is at the centre of a long running feud.
In Cornwall, the jam goes on the scone first - followed by the cream. While in Devon, the cream goes on first, followed by the jam.
A shopper from St Austell originally noticed the error and posted a photo in a Facebook group about it.
He wrote: "Waitrose Truro in Cornwall totally blown it. Not just squirty cream but also the wrong way around.
"In text it says clotted however the poster is what people will see and remember. Surely they could and should be supportive of local clotted cream producers and respect the Cornish way?
"One wonders how such a big company can get something so simple so wrong?"
Waitrose was quick to respond to complaints. A spokesperson added: "We've s’cone and got ourselves in a bit of a jam with this one.
"To make amends to our Cornish customers, we’re donating cream teas to our local food banks over the jubilee weekend so even more local people can enjoy this special treat - jam first, of course!
"Only the real thing will do for us - we can confirm the images were shot with clotted cream."
The supermarket also confirmed that the incident likely only affected stores in Truro and Saltash, where posters for the 'national' rather than Cornish campaigns were used.
