Sainsbury’s has been forced to apologise after customers in Cornwall complained it had used a photo of a scone laden with cream – with the jam on top.

The image of the fruit scone featured on an in-store advert for Sainsbury’s bakery section at a branch in Truro.

But local customers were outraged and decided to complain after they noticed that it was topped with a layer of cream first, then a helping of jam.

People in Cornwall serve their cream teas differently to those in Devon.

They argue that the jam should go first, while people across the border say jam should go on top instead.

Andreas Drosiadis, who runs the Mediterraneo Deli in Truro, posted a picture of the advert online with the caption: “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.”

When his local newspaper tweeted about the story, it addressed Sainsbury’s directly, writing: “Sainsbury’s what’s this?”

An imposter! Which store did you see this please? We'll have a word with them about this blasphemy. Rachel

They also pointed out that according to Cornish tradition, scones with fruit already in them only require butter – not cream or jam.

“A fruit scone! with the cream on first! advertised in a Cornish store. The cheek of it! Do you think this is acceptable?,” they posted.

A Sainsbury’s spokesperson quickly replied saying: “An imposter! Which store did you see this please? We’ll have a word with them about this blasphemy!”

When they discovered the location of the advert, they added: “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.”

But the outrage continued, with one social media user commenting: “That’s a fruit scone – needs butter only. Jam and cream goes on a plain scone or a split!”

“They seriously need to have a word with themselves and sort it out! Help, Cornish staff needed urgently.”

Others described the error as “disgraceful” and “shocking”.

Sainsbury’s told Sky News in a statement: “Our afternoon tea has all scone wrong in Truro! We are reviewing the customer feedback we have received.”

Related posts:

Meghan tells Oprah it’s ‘really liberating’ to ‘make our own choices’ in latest teaser clip ‘Number of casualties’ as police deal with ‘serious incident’ in Wales Thousands with learning disabilities and autism still being held in mental health hospitals Woman charged with murder of pensioner after body found in woodland Gareth Southgate tells England fans their ‘support and energy has given us a huge lift’ Football did come home – and the outlook for England’s young team is bright Man admits to killing two women 34 years after bodies found in Kent Meghan’s letter to dad ‘written with public consumption in mind’, court hears Yorkshire CCC suspends first XI coach over ‘historical’ tweet Revealed: The caver who was rescued after two-day Brecon Beacons ordeal Domestic abuse victims ‘forced to stay with their abuser’ after being denied legal aid One in six young people has diagnosable mental health condition and crisis may take decades to fix