UK bakery Greggs suffered a PR nightmare this morning (19 August) after its primary Google search image, which is linked to the Wikipedia company description, was replaced with an expletive-ridden parody logo.

Greggs caught the unfortunate image early on Tuesday

The message in the image, which Greggs has appealed to Google to change, claimed the bakery has been “providing shit to scum for over 70 years”.

The embarrassed bakery's social media team took the image swap on the chin, humorously informing customers that it was trying to navigate the bureaucratic intricacies of Google to have the image replaced.

It is unclear whether the image swap was a deliberate action against Greggs or a one-in-a-million fluke but the error remains live as this story is published.

@NewBrandVision alas it ain't our G+ page! Working with the kind folks at Google to get it fixed! — Greggs (@GreggstheBakers) August 19, 2014

This comes after a similar gaffe happened to PC World in April, which since its logo altered with the motto “Like hell but with worse customer service”.

Greggs commented that if a company specialising in the sale of PCs can suffer from the mistake - then anyone can.

@Tmckinnin@jwrighty91@reporterboy well if it ca n happen to those guys nobody is safe!! ;-) — Greggs (@GreggstheBakers) August 19, 2014

Fans of the UK high street retailer wished the team luck with the image removal process.

The bakery then offered the search engine giant free doughnuts in exchange for fixing the problem.

Sorry @GreggstheBakers, we're on it. Throw in a sausage roll and we'll get it done ASAP. #fixgreggspic.twitter.com/THXuMubrQq — Google UK (@GoogleUK) August 19, 2014

Earlier this year the English town of Skellow saw its image replaced with a grotesque picture of a naked man.