Firm replaces Messiah with sausage roll

An image used in the Greggs Advent calendar
An image used in the Greggs Advent calendar

Greggs the bakers has apologised for replacing Jesus Christ with a sausage roll in a picture.

The chain faced a call for a boycott from the chief executive of the right-wing lobby group the Freedom Association, who claimed it was “sick” and that the Newcastle-based firm had insulted Christianity in a way it would “never dare” other religions.

The image reportedly appeared in a promotional image for the Greggs’ £24 advent calendar. It features behind each door a voucher for one of its treats.

The image shows the Three Wise Men around the crib with a sausage roll in place of Jesus.

A Greggs spokesperson said: “We’re really sorry to have caused any offence, this was never our intention.”

Simon Richards, chief executive of the Freedom Association, called for a public protest.

He wrote on Twitter: “What cowards these people are: we all know that they would never dare insult other religions!

“They should donate every penny of their profits to @salvationarmyuk.”