High street retailer Next has been ruthlessly mocked by the bakery for releasing a new velvet cushion which looks exactly like its popular steak bake.
The 'Velvet Chevron' cushions feature the same distinct diagonal pattern as the Greggs pasty, and are the same golden brown colour.
Spotting the uncanny similarity to their famous bake, Greggs took to social media to poke fun at the £18 cushion, tweeting a picture of the product alongside the caption "googles if it's okay to eat a cushion".
The cheeky post attracted more than 5,000 likes on the platform and prompted a string of amused responses from fellow Twitter users.
Users wrote, "Please rename steak bakes to Velvet Chevrons."
"THIS IS THE BEST THING I’VE EVER SEEN!!!!!!"
"I can't think of anything I'd rather cuddle up to on a cold winter night."
"Must be the eating in price."
"I'm sensing a collaboration...scented cushions!"
"Coming soon - the cushion sized pasty."
"You're gonna need a bigger cup of tea."
Despite the brutal mocking of its new design, Next took the playful comments in good spirit, responding to the Greggs with the question, "Cushions for elevenses?"