Greggs has apologised for a Christmas advert that replaced the baby Jesus with a sausage roll in a traditional nativity scene.

The offending image shows the Three Wise Men surrounding one of Greggs' trademark sausage rolls, rather than the newborn Jesus.

But the image has been deemed tasteless rather than tasty by pressure group the Freedom Association, with chief executive Simon Richards describing the image as "sick" and those behind it as "cowards".

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."


But the spoof has proved more popular with other social media users, with calls for those offended to "get a grip" and another saying it had "made her day".

Don't see any problem with what Greggs have done, seeing as Jesus backwards is sausage — Tom Victor (@tomvictor) November 15, 2017

So @GreggsOfficial have had to apologise for replacing Jesus with a sausage roll. I’m down for that religion. In the name of the father the son and the flaky roll #Greggs #jesusroll — LaaLaa (@itsmeohcharlie) November 15, 2017

Tbf, to some people, sausage rolls are the Saviour @GreggsOfficial — Tricia Keenan (@triciakeenan8) November 15, 2017

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