Shoppers are criticising a major supermarket for selling loaves which appear burnt but are being described as 'well fired.'
The bread, on sale in Sainsbury's for 75p, was described by one London shopper as 'cremated' after he spotted one at a branch in Tooting.
He wrote online: "I don't know if 'well fired' refers to the bread or the baker who set the oven to cremated #notsogreatbritishbakeoff."
While another Liverpool-based Twitter user wrote: "Sainsburys passing burnt bread off as "well fired". It's now the office joke."
Another image, posted last month, showed several loaves of blackened bread described as well-fired.
Another wrote: "Very well fired loaf. Or burnt bread as its known"
But supermarket bosses have defended the product, saying they are supposed to look that way.
A Sainsbury's spokesman tweeted: " Hi there, well fired loaves are supposed to look like that. Sorry for the confusion. Danny."
On the Sainsbury's website, the bread has received overwhelming positive feedback with 86 per cent of reviewers recommending the product.
One said: "Takes you back to childhood. Wonderful taste and texture. Perfect all round; especially with a hearty bowl of stew. Well done on this one sainsburys."
