Furious customers who have been waiting months for their sweet treats after ordering mystery boxes from a city baker have been forced to call in Trading Standards.
Terry Pegler, who runs Terry Bakes in Norwich, announced through a video shared to Instagram just days ago that he would not be fulfilling their orders.
And instead of producing the promised goods, he advised his out-of-pocket customers to "go and get a chargeback" from their banks because he could not issue the refunds.
A bank chargeback is a payment reversal initiated by a customer's bank when they dispute a card transaction.
Frank Castle, 42, who lives in Diss, ordered a mystery box from Terry Bakes "around Christmas" time.
"I've tried to do a chargeback after being blocked on all his platforms but it's past the 120-day rule, so I doubt I'll get it," he said.
"I just feel taken advantage of."
Mr Castle is just one of many customers who say they have been "duped" and have raised their concerns after being left waiting months for their orders.
Sue Walker, who lives in Chelmsford, said she had placed her order on behalf of her son who wanted to get his sister a treat for her upcoming birthday.
"At the time I made the order, there was a 14-week proviso, which was fine because it was going directly to my daughter," the 60-year-old said.
"But her birthday came and went and there was no delivery. Since his video, I've reported him to the police and to Trading Standards.
"I feel duped. It feels like we've got no recourse whatsoever."
The baker has hundreds of thousands of followers across his social media platforms which includes content such as videos of him baking cakes and brownies, as well as another unusual reel of him headbutting a cake "to go viral".
Mr Pegler has faced scrutiny from customers before over the time it took to receive their orders.
He has said in previous videos: "The pressure of all of this on top of my shoulders is too much.
"I took too many orders and I spent too much money but I do want to make one thing clear - I never took orders not intending to fulfil them. I always thought I could fulfil them."
Earlier today, he posted a statement to his followers that said: "I just want you to know that I am sorry for all the people I've let down.
"I'm sorry for everything.
"I'm trying to make things right."
Mr Pegler was approached by this newspaper but has refused to comment.
Trading Standards has confirmed it has received complaints through the Citizens Advice service, which they are now reviewing.
The Norfolk County Council body has also said that customers with additional complaints should contact the Citizens Advice consumer helpline on 0808 223 1133 where further advice will be provided on how get redress.
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