The prospect of supplies of Marmite drying up - if you only buy your food online at Tesco - has provoked much mock gnashing of teeth online and a frenzy of meme-making.
The crisis is now so serious that it has inspired a variety of hashtags, from the more predictable #Marmitegate to #Marmageddon and #Marmexit.
For those who love it rather than hate it, we are now potentially staring into the abyss.
But there is always some to be found if you know who to ask.
And the scarcity of one particular spread might create opportunities for others. Though this message was a fake.
The trigger for Marmitegate is a dispute between Tesco and Unilever, the makers of Marmite, about how much the post-Brexit drop in the value of the pound will affect the wholesale price. Some on social media clearly had little patience for those who hadn't seen the threat to Marmite supplies coming.
One Remain campaigner has put an ordinary size tub of Marmite up for auction on eBay, with a starting price of £70. They describe the item as: "A much loved/hated spread once found in many cupboards across Britain, but following the decision to leave the EU has now become an extremely rare item."
But some Brexit supporters are clearly not going to take the rap for this, no matter how many celebrity tears are shed.
At moments like this what's needed is a clear-headed analysis of how people voted and an inspired pun.
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