**Supermarket Takes Stand Against Soaring Pastry Prices With Giant Croissant Stunt**
As the humble croissant becomes an increasingly expensive staple on Britain’s high streets, one major supermarket has hit back in a light-hearted – yet pointed – act of protest. Asda has unveiled a colossal croissant, five times the size of its standard offering, to highlight what it sees as the excessive price hikes seen in pastry products at rival bakeries.
The attention-grabbing move comes just as new research sheds light on the nation’s love affair with the iconic French treat – and growing concern about how much it now costs. A survey of 2,000 UK adults revealed that while the British public savour, on average, two croissants a month, many are left wincing at the bill. Three in ten respondents insist their desired pastry should never exceed the £1 mark.
Despite this, the report found that shoppers can pay as much as £2.80 for a single croissant at some well-known high street chains. By comparison, Asda’s own in-store bakery counter offers the popular pastry at a mere 53p, a stark contrast it was only too happy to emphasise with its giant promotional bake.
“We had so much fun creating this giant croissant,” commented an Asda spokesperson, underlining the playful nature of the campaign. “Ultimately, our goal is to keep French pastry accessible to everyone, which is why we’re selling our individual croissants for a fraction of the price you’ll see elsewhere.”
The statement also addressed broader price trends, noting that “what used to be affordable, everyday indulgences have been hit by sharp price rises in recent years—and we wanted to shine a light on this issue in a memorable way.”
According to Asda’s findings, shoppers aren’t just price sensitive, but also value a certain sense of authenticity in their baked goods. While 37 percent of those surveyed say they prefer the ease of picking up croissants at their supermarket, more than half place high importance on traditional French baking techniques and ingredients. Meanwhile, 17 percent admit they would struggle to distinguish between supermarket and artisan croissants in a blind test.
Industry observers believe that while croissants have their origins as a continental delicacy, their popularity has firmly taken hold in British culture, quickly becoming a morning ritual for many households and coffee shops across the country.
“There’s something incredibly comforting about tearing into a croissant,” added the supermarket representative. “With its crisp shell and pillowy, buttery layers, it turns any breakfast into an occasion. But we shouldn’t have to pay a premium for that small luxury.”
The unveiling of the giant croissant appears as much a marketing spectacle as a message on inflation. Whether it brings about meaningful change or simply provides a talking point for supermarket shoppers, it certainly calls ongoing attention to pricing disparities across Britain’s bakeries.
For now, pastry lovers keen to keep their morning treat affordable may well find themselves lining up at supermarket counters—not just for a better price, but perhaps also for a glimpse of bakery innovation on a truly grand scale.