British Retailer's Straight Croissants Leave Some Bent out of Shape
http://nyti.ms/1oPlL6g EUROPE British Retailer’s Straight Croissants Leave Some Bent Out of Shape By DAN BILEFSKY FEB. 19, 2016 LONDON — The croissant, the buttery breakfast pastry, means “crescent” in French. But don’t tell that to the British. Tesco, Britain’s largest supermarket chain and a bellwether of sorts for popular tastes, is dispensing with the traditional curved pastry as of Friday and instead will sell only straight ones. The company offered a decidedly British rationale: It is easier to spread jam on the straight variety. The banishing of the crescentshaped croissant spurred no shortage of dismay on both sides of the English Channel. “Is this a foretaste of Brexit?” an article in the French newspaper 20 Minutes asked, referring to the possibility that British voters might decide in a referendum to leave the European Union. The newspaper added that it appeared that Tesco’s move was not done “to antagonize the French (well, not solely).” An editorial in The Daily Telegraph, a conservative British newspaper, noted that the virtue of the traditional French croissant was its foreignness. “They must not be sliced in two, like buns to be buttered,” it observed. “They must be torn, and each morsel eaten with jam, even alien apricot jam, if wanted.” The editorial added: “Otherwise nature is outraged, floods will again sweep the land and murrains strike our cattle. Or we could just stick with toast.” Justifying the move away from curved croissants, Tesco’s croissant buyer, Harry Jones, cited what he called the “spreadability factor.” He said that sales of crescentshaped croissants had been falling.
[Show full text]