Greggs the bakers has apologised for placing a sausage roll in the Nativity scene to advertise its Advent calendar.

The chain faced a call for a boycott from the chief executive of the Freedom Association who claimed the product was "sick" and the Newcastle-based firm had insulted Christianity in a way it would "never dare" other religions.

The advent calendar is available in selected shops in the UK and behind each door is a voucher for one of its treats.

The firm's decision to use a publicity image of the Three Wise Men around the crib with the baby Jesus replaced by a sausage roll has caused controversy.

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

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

Please boycott @GreggsOfficial to protest against its sick anti-Christian Advent Calendar. 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 https://t.co/tAV7CRP7WM — Simon Richards 🇬🇧🏴󠁧󠁢󠁷󠁬󠁳󠁿#DefundTheBBC (@simplysimontfa) November 15, 2017

He tweeted: "Please boycott @GreggsOfficial to protest against its sick anti-Christian Advent Calendar.

"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."