Tesco and Asda have landed themselves in a sticky situation after critics blasted the supermarket’s presentation of hot cross buns as “playing fast and loose with culinary tradition”.
Both grocers found themselves in hot water after placing adverts across the national press that showed the popular Easter spiced buns alongside jam – despite hot cross buns traditionally only being served with butter.
Critics have since expressed their incredulity at the two retailers, pointing out that hot cross buns and scones – another quintessential British favourite that is traditionally served with jam and clotted cream – are not the same.
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“Some might say these supermarkets are playing fast and loose with culinary tradition, attempting to slap a scone label on hot cross buns,” said High Tea Society editor Michelle Milton, reported The Telegraph.
“Cream and jam on hot cross buns? It’s enough to make a purist’s scone crumble. So, are they guilty of appropriation or simply spicing things up? That’s a question as hotly debated as whether to put the jam or cream first on a scone.”
Tesco and Asda are not the only supermarkets in recent years to stir up controversy over their unique take on the hot cross bun.
In the past, Asda has released both tomato and red Leicester and Waitrose’s Earl Grey tea and orange zest versions, while this year Aldi experimented further by rolling out a hot cross bun Jaffa Cake flavour, after launching a giant head-sized brioche hot cross bun in 2022.
Brands have also recently joined in with the trend, with Heinz last year launching limited-edition jars of hot cross bun mayonnaise for Easter.
