A telephone call by a shopper who rings a helpline to complain that his pizza has no topping before realising it is upside down, has become an internet sensation.

More than 20,000 people have listened to a recording of a Welsh man complaining to a supermarket call centre worker than he has been left without dinner because he has been sold a plain pizza base.

Minutes into the call, his complaints turn to embarassment as he realises he has opened the box upside down, and is in fact looking at the underside of the pizza.