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British baking firm Warburtons has been having some problems with crumpets.

The Bolton-based company, one of the country's most famous bread makers, last night encouraged customers to post pictures of their teatime snacks using the hashtag #crumpetcreations.

Unfortunately, it appears Warburtons failed to do its research, as the wording is already used by fetishists who take sexual pleasure in dressing up in furry costumes.

(Image: Instagram/ohmnog)

Fans hoping to get involved in Warburtons' campaign were shocked to discover the peculiar fetish group, who across social media are seen enjoying themselves while dressed as fluffy horses and other animals.

Most people had been expecting to see photos of buttered crumpets.

'Crumpets' were featured on Channel 4 documentary World of Weird in 2016, and regularly meet for conventions across the country.

One mum wrote: "Hey Warburtons, the hashtag also belongs to a family of ‘furries’ and there are quite a few disturbing photos and videos."

The bakery launched its campaign with McFly band member Tom Fletcher, who has been endorsing crumpets for some time.

Warburtons launched its hashtag in line with a contest to win tickets to see The Christmasaurus, a play adapted from the McFly singer's festive children's book.

(Image: Warburtons/PA)

On Tuesday night, the crumpet manufacturer hastily changed the hashtag to #warburtonschristmascrumpets after employees discovered their mistake.

A spokesman said: "The world of social media is a wonderful and varied place. This shows how easy it is to get it wrong!

"We’ll do a bit more research next time."

Earlier this year, Warburtons saw more success with its 'Bride and Breadjudice' TV ad, which starred comedian Peter Kay.