They're a sensitive lot, Great British Bake Off fans.
Showrunners for the cookery program – known as The Great British Baking Show here in the U.S. – decided to jump ship from public broadcaster BBC to commercial rival Channel 4 last year.
The move has fans in (bread) knots, fearing changes to the delightful, ridiculously British bakery competition that saw last year's finale attract 14 million viewers in the U.K. alone.
It has an army of viewers in the U.S. too, thanks to the show being picked up by PBS and Netflix.
And on Thursday they were given the first glimpse of the show's new incarnation on Channel 4.
Set to the backing of Paul McCartney's (really awful) 1983 song "We All Stand Together," the trailer features a series of singing, animated pastries and cakes that admittedly captures some of the show' twee spirit, but also borders on the surreal/creepy.
With vomiting cheese scones, crooning croissants, and bread buns that look very much like, well, buns, it's as if someone let Jim Henson loose in the kitchen.
Take a look for yourself.
Much of the fear for fans is that, having already lost three of the four judges/presenters (judge Paul Hollywood is the only one moving to Channel 4), the new series will be unrecognizable from the one they've grown to love.
These fears were compounded when Channel 4 suggested the new series would get a "modern" and "future-facing" revamp, anathema to those who enjoy the show precisely because it's so traditional.
Much of the reaction to the trailer has been pretty negative, but undeniably funny.
For comparison, here's the far-more-conventional trailer the BBC released last year ahead of what would be it's final ever Bake Off season.