Iceland criticized for selling hot cross buns with check marks instead of Christian symbols

There has been a backlash after an Icelandic supermarket launched hot cross buns with a checkmark instead of the traditional symbol.

Hot cross buns are decorated with crosses to represent the Passion of Jesus and are traditionally eaten on Good Friday.

However, Iceland said its customer research found that one in five customers preferred spiced Easter bread to ticks.

The supermarket chain stressed it would continue to sell traditional hot cross buns, as well as chocolate and salted caramel, raspberry and white chocolate versions.

But the move to introduce an alternative has still been criticized by right-wing politicians.

Reform UK MP Lee Anderson told Express: “It was this ridiculous, coquettish virtual signal that led millions of people to heed the call to reform Britain and take our country back.”

Conservative MP Sir Jacob Rees-Mogg also took aim at the supermarket, which mainly sells frozen food. The North East Somerset MP said: “Who buys frozen tick bread?”

Supermarket chains often experiment with different flavors of hot cross buns. M&S sells a cheese version, while Tesco has strawberry and clotted cream flavours.

Hot cross buns have been associated with Good Friday for at least 350 years.

David Lennox of Iceland said: “Based on research, it seems some people want to ditch the cross design and use a tick instead.

“We were surprised by the results, but in true British fashion we are putting it to the test by testing for ticks on some bread.”

An Iceland spokesperson said: “We will not be replacing or removing the crosses from traditional hot cross buns and they will always be available in our stores across the country.

“We’ve been listening to customer feedback about our product and to our surprise, one in five people came back and said they’d like to see a version with a tick mark.”