Attracting the ire and solidarity of thousands of people was probably not on Greg Morton's mind when he aired his discontent on Cadbury's Facebook page.
Addressing the disproportionate number of Turkish Delights in his Favourites box, Greg gave the company a piece of his mind.
"Cadbury when will you realise that Turkish delight is no one's favourite and stop putting them in Favourites packs," the disgruntled customer posted.
And with that, the internet went into meltdown.
36,000 likes, 65,000 comments and 1100 shares later, the humble Fry's Turkish Delight has proven one of the most surprisingly divisive topics of early 2018. It seems you either love them or hate them, but there is no middle ground on this chocolate-covered turkish delight confection.
It certainly isn't the real deal, which prompts disdain from foodies and those who were raised in the cultures it's most popular with, historically.
Turkish delight looks like this and the most popular kind is flavoured with rosewater and dusted with icing sugar:
Little wonder then, that the Fry's version tastes nothing like the real one.