A supermarket has been forced to remove a picture of an ''incorrectly'' arranged cream tea - after shoppers in Cornwall threatened to boycott the store.
Regulars at a local Sainsbury's store were threatening to take their money elsewhere after noticing an image of the sweet treat on the store wall.
The image on display at a Sainsbury's in Truro depicted a scone with cream spread on the bottom - and a dollop of jam on the top.
People in Cornwall have always put jam on first - while Devon folk start with the clotted cream.
Some disgusted customers made a point of contacting Sainsbury's to complain.
And, in response, the supermarket apologised and has now appeared to have removed the offending photograph.
Andreas Drosiadis, who took the original photo and runs the Mediterraneo deli in Truro, posted it on Facebook asking: "How did this happen?"
Andreas, 48, said: "England is a country with strong local traditions that shape our everyday life.
"Jam first is a characteristic example of this and Sainsburys should have known better."
Others have commented on the long-standing debate.
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 two counties."
A third added: "Only the Cornish!
"Backwards people, living in the past. Sort out your issues."
"The food police are on the march again," a fourth said.
"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."
A spokesman for Sainsbury's previously said: “Our afternoon tea has all scone wrong in Truro!
''We are reviewing the customer feedback we have received.”
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