Tesco Tells Its Croissants To “Straighten Up”

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In the current climate of worldwide economic uncertainty a trawl through the business news can make for some gloomy reading, whether it be via the stuttering Chinese economy or the potential fallout of Britain’s in/out referendum.   The much publicised announcement late last week that plunging demand has persuaded Tesco to bid “au revoir” to the original crescent shaped croissant has therefore provided some welcome light relief!

The supermarket giant reported that in a survey of its customers almost 75% pledged their allegiances to the straight croissant variety, once regarded as a non-traditional imposter.  After all, the literal translation of “croissant” into English is “crescent”, so one wonders whether a name change is also in the offing.

Tesco have bolstered their research with what was no doubt a highly scientific study into the previously unknown phenomenon of “spreadability”. The original croissant was found to be severely lacking in this department, with shoppers complaining that its arched configuration made for an awkward buttering experience.

From last Friday, curved croissants will therefore no longer be on sale in Britain’s biggest retailer. Cynics might argue that the decision may have something to do with maximising shelf space, and following its troubling financial results of the past few years it wouldn’t be a complete surprise if Tesco is applying its ‘every little helps’ mantra to every aspect of its business.

Indeed, the supermarket said the change is part of a wider range of improvements it is making to key bakery products, including putting more chocolate chips in its own brand brioche and creamier ganache in its chocolate cakes.

Those mourning the passing of their crescent shaped favourites will not have to look far for their fix, however, as Waitrose and Sainsbury’s have leapt at the opportunity to confirm that they will continue to supply curvy croissant loyalists for the foreseeable future.

Tesco’s rearrangement of its bakery products may not class as a business restructure and may have been some light relief for us in the press last week. The subject of a restructure is however a more serious one and in doing so obtaining the correct legal advice is crucial.

If you are looking to restructure your business or have any other questions relating to Corporate & Restructuring matters, please contact Pauline Rigby on 0800 689 0831 or at Pauline.Rigby@forbessolicitors.co.uk.

Pauline Rigby

About Pauline Rigby

Pauline Rigby is Head of the Corporate and Restructuring team at Forbes Solicitors. Pauline’s blogs cover a wide range of corporate issues, specifically areas including company formation, banking, joint ventures and shareholder matters, contractual matters and equity fundraising or investing.
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