Sainsbury’s shoppers in Cornwall kicked off when their local supermarket displayed an “incorrectly” arranged picture of cream tea.
They spotted a snap of a scone hanging on the wall – and the cream was spread on before jam was dolloped on top.
Customers were miffed that the Devonshire method was used instead of the Cornish one, which requires you to go in with jam first.
And some even made a point of contacting Sainsbury's to complain.
In response, the supermarket has now apologised and vowed to change the offending photograph.
After spotting the furore on Twitter, Cornwall Live tweeted: "Sainsbury's what's this? A fruit scone!”
They added: "With the cream on first! advertised in a Cornish store. The cheek of it!
"Do you think this is acceptable?"
The supermarket jokingly 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 subsequently tweeted: "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 Drosiadis, who took the original photo and runs the Mediterraneo deli in Truro, posted it on Facebook asking: "How did this happen?"
The 48-year-old 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."
It prompted others to wade in with their opinions too.
One said: "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 said: "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: “The food police are on the march again.
"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."
Source: Read Full Article