KITCHENS across the country have descended into plastic wrap-induced fury after one bastion of Australian school lunches made a seemingly minor change to its packaging.
Practised lunch-makers know of the chaos that ensues when a new inductee tries to encapsulate their first sandwich in plastic - a terrifying mess of wasted cling wrap, tears of rage and expletives.
But now even the most adept sanger-swathers are at wit's end, after Glad ClingWrap moved its steel cutting strip from the box's base to its lid.
It has proved to be a marketing nightmare for the company, with hundreds of loyal customers venting their frustrations and calling for compensation on its Facebook page.
"I have completely lost my Glad Wrap mojo with the new cutter! Plus the box is getting ruined a lot quicker too," wrote Julie Collins.
Steve Ellis was similarly appalled by the new design, which he called "the most ridiculous idea ever".
"What engineering genius came up with this flawed design?" he asked.
"Apart from trying to cut the plastic against a movable cutting edge and ending up in a bloody mess, every time you go to open the lid, you nearly slice your finger open!
"Fix it pronto or it's off to another brand."
An Adelaide man has tried to cash on the furore, selling a "rare version" of the old bottom-stripped box with about 15m of wrap still inside as an antique on eBay. Bidding is still open.
Glad Australia responded to the social media onslaught through a statement saying the design change was made in response to public feedback.
"Before making these changes, Glad completed rigorous and extensive in-home research in Australia, receiving positive feedback from Australians who participated in the research," it said.
"However, we are actively listening to our loyal customer base, taking the current feedback concerning the new cutter bar location very seriously and this is currently under review."
Facebook user Natasha Davis claimed to be a member of one of the in-home research groups.
"The majority of the feedback I read in my group was that we struggled with it and didn't like it," she posted.
"I held it upside down at first but eventually threw the box in the bin and bought a roll of Multix wrap."
Only time will tell how Glad responds, but it is clear some of its customers are heartbroken about the change to their routine.
"I have been loyal to you for 15 years, my dear Glad ClingWrap," Haroula Malakos wrote.
"But you've changed. Not for the better.
"You are difficult and awkward and although I may not find another better, I have to, for my own sanity, break up with you."
Update your news preferences and get the latest news delivered to your inbox.