Iceland’s ticked off for its crossless buns
GIVEN their name, it would seem logical that hot cross buns must have at least one essential feature – a cross.
But not, apparently, at Iceland which had been accused of snubbing the bun’s Christian origins in a bizarre bid for diversity.
The markings on the traditional Easter treat signify the cross on which Jesus was crucified.
However, a trial by Iceland has replaced it with a ‘tick’ on some of its bun products, in a move that some say is disrespectful.
Danny Webster, of the Evangelical Alliance, said: ‘Whatever Iceland put on their buns, Christians will continue to declare the truth of the cross that Jesus is alive.’
Other shoppers on social media were unimpressed. One suggested it was a misguided attempt to support diversity, saying: ‘It will all end in tears.’ Another wrote: ‘The craziness continues. I really hope their sales suffer and they return to normalcy soon, but to do this near Easter is frankly bordering on insulting.’
Iceland’s David Lennox, head of product development, said a survey found 20 per cent of shoppers would like to try buns with a tick rather than a cross.
‘It seems some people want to do away with the classic crossed design and move to a tick instead,’ he said. ‘The results surprised us, but in true British fashion, we’re putting it to the test by trialling ticks on some of our buns.’ Iceland stressed that traditional crosses remain on most of its hot cross bun lines.
A spokesman said: ‘We are not replacing or removing the cross from our traditional hot cross buns and they will always be available at our stores nationwide.
‘We are always listening to customers for feedback on our products and we were surprised that a fifth came back to say they would like to see a version with a tick.’
It’s not the first time the Christian origins of the bun have been set aside. The spices are said to represent those used to embalm Christ. But many buns today have ditched the traditional recipe – which includes cinnamon – for alternatives, from salted caramel and chocolate to strawberries and cream, and even cheddar cheese.