This holiday - sorry, Christmas - season, it seems like some of the major players in the UK food industry are trying their best to get people riled up.
Just the other day, Tesco released an advertisement that - shock! horror! - featured a Muslim family, which got a lot of silly people's knickers in a twist for no good reason.
Now, Greggs - the apostrophe-less British bakery chain and masters of steak bakes - has infuriated people by releasing an advent calendar that features a sausage roll in a manger instead of baby Jesus.
The company has issued an apology for the supposedly sacrilegious image. A Greggs spokeswoman told the Northern Echo: "We're really sorry to have caused any offence, this was never our intention."
Whether or not that's the case, the extra publicity is sure to draw more people towards the chain than turn them away, especially in the run up towards the festive season, when people like to eat more delicious things like Baby Jesuses. We mean sausage rolls.
This was the first year Greggs has ever released an advent calendar. Behind each door lies a unique Greggs festive picture, which, in addition to the manger scene, includes kissing a Festive Bake under the mistletoe.
Each door also reveals a tear-off token which can be taken into a Greggs shop and exchanged for a different treat from its Christmas menu every day.
And on Christmas Eve - which really isn't that far away now - there'll be a £5 ($6.60) gift card behind door 24. Super lucky people will find a £25 ($33) gift card instead.
Despite the promotional picture above, the calendar doesn't actually include a sausage roll. There are only 500 advent calendars being made and they'll set you back £24 ($31.60). They go on sale in selected Greggs stores from 20 November.
Now that Greggs is being taken to task for the calendar, it's probably worth popping down to your local branch and picking one up, because if they discontinue them, they're bound to become a prized collector's item that sell for thousands on eBay.
Well, maybe not, but you'll still get some good discounts on some tasty treats. If that doesn't take your fancy, the company has also announced it's starting a home delivery service, so you can get all your favourite Greggs products delivered straight to your manger. We mean home.
Featured Image Credit: Greggs