TESCO has vowed to investigate after a shelf-full of doughnuts at a Barrow supermarket appeared to be unsugared.

A picture of a shelf at the Tesco Extra in Barrow was posted to the supermarket chain on Twitter after one shopper flagged up a packet of jammy doughnuts which appeared to have no sugar on them.

Twitter user Ashlea Madin said: "If anyone knows me they will know how distraught I am. My @Tesco doughnuts have no sugar on. 😱😭💔"

The tweet was responded to by another user, James Bird, whose picture showed an entire shelf of the jammy doughnuts, which also appeared to have no sugar on them.

He said: "Look at this travesty. All unsugared."

Social media-savvy brand Tesco was quick to spot the criticism, and vowed to look into the issue.