After battling a mouthful of disappointment, I just wanted to highlight how much of a travesty Jus-Rol‘s cinnamon swirls rebrand is.

In the simplest of terms, it’s awful.

For those less aware of its previous incarnations, Jus-Rol’s cinnamon swirls is a ready-to-bake product. What it offers to the market is something straightforward and quick, providing the same results of freshy made pastry, without the time and stress needed to make a batch from scratch.

To quote Jus-Rol’s website:

“Jus-Rol’s ready to bake Cinnamon Swirls are a perfectly easy way to bake your family a tasty morning treat at home. Just shape, bake and enjoy warm from the oven. The aroma will fill your kitchen with joy as they bake up.”

https://www.jusrol.co.uk/products/cinnamon-swirls

Making Jus-Rol cinnamon swirls was easy. You took it out of the tube, split the cylinder of pre-filled pastry into six and then whacked it into the oven, cooking for a defined period of time and icing once cooled.

Now the process is several steps longer and ten times worse. Instead of one pot for icing sugar, now you get two, one for the icing sugar and one for the “cinnamon filling” which looks more like chocolate spread and smells of nothing.

Even if we park the creation of needless plastic packaging, it is hard to overlook the messy complexity created by the introduction this modest little pot. Once the filling is smeared across a flat rectangle of raw pastry, the consumer then has to roll the pastry and only then cutting it into six.

Thanks to this step, the cinnamon goes absolutely everywhere. Some pieces were left drowning in brown paste, others with barely a scrap inside. Some swirls were trying to uncurl and others kept oozing.

Turns out whacking them into the oven doesn’t help much either. Cast your mind back to the picture on the Jus-Rol box and compare it to what we got.

While we can all laugh at mis-shaped pastries, it doesn’t compare to how they used to look with the old recipe.

Turns out I’m not the only one disappointed by Jus-Rol’s change in manufacturing. With an average rating of 1.1 at the time of writing, Tesco’s customers are less than impressed.

And the feedback on Jul-Rol’s Facebook page is comical.

Here’s hoping Jus-Rol listen to this feedback on and tossing aside whichever team of dingbats thought it was a good idea to implement cost-cutting, planet harming, changes to a classic.

Have you also experienced this frustration? Drop a comment below and/or contact Jus-Rol’s customer service team via their website, Jus-Rol (jusrol.co.uk)

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