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This is the moment a man thought he was the victim of an elaborate prank after he bought a brand new pouch of tobacco – but found a slice of bread inside.

The bizarre mix-up came after Ryan Thomas went to buy some tobacco after lunch in Cardiff .

The 34-year-old bought the £23 packet of Amber Leaf and went to roll a cigarette – then realised there was no tobacco inside.

Ryan said: “I had my lunch, opened my bag of tobacco on autopilot – and it was just a slice of bread in it.

“I was so confused at first – I thought it was one of the boys in work pranking me.

“I thought ‘I’m not going mad am I? This is actually bread’.”

(Image: Jon Williams)

The packet was sealed in a separate plastic wrap when he bought it on Thursday.

Ryan then returned to the store Tesco Express store in St Mary Street to try and figure out what happened and was given another pouch as a replacement – but that also had bread in it.

He said: “I went back and asked for the manager. I said I’d just bought the packet and it had bread in it and she took it off me and said how weird it was.

“I went to the till and bought another bag. I said ‘Do you mind if I open it here?’ So I opened the second packet and it was the crust.

“I was quite glad it had happened there because it showed I was not playing about.

“All the staff came over and had a look too.”

(Image: Jon Williams)

Ryan and his colleagues found the whole situation hilarious – and the bemused buyer even kept the first piece of bread as a memento.

His colleague Jon Williams, 29, who filmed the incident , said: “After he started to roll up a cigarette, got the paper and the filter etc, and then took the pouch out of the sealed packet all we heard was ‘What the f***?’.

“I asked him what was wrong to which he took the slice of bread out of the pouch, which had us on the floor laughing.”

(Image: Jon Williams)

A spokesman for Japan Tobacco International (JTI), which makes Amber Leaf, said the incident was not a new issue.

UK head of communications Mark Yexley said: “JTI’s production, packing and distribution processes are highly automated and subject to strict quality control and monitoring therefore we can only conclude that the switching of any contents occurred after this.

“Unfortunately this is not a new issue and is one that occurs from time to time where tobacco brands are targeted by criminals due to the relative high value.

“This scam involves the ‘switching’ of live stock for packs with non-tobacco material in.

“JTI advises all retailers to be aware of anyone who is acting suspiciously when trying to swap over any tobacco products that they may or may not have purchased from their store or if someone is trying to distract retailers whilst buying tobacco products.”

Tesco were approached for comment but said it was an issue for the manufacturer.