M&S new sweet treats spark a sellout: how ‘TikTok made me buy it’ reeled in a whole new demographic

Marks and Spencer (M&S) have traditionally been considered to have a ‘mumsy’ or ‘elite’ demographic. However, the brand took to TikTok and launched a variety of new products from iced lattes to an easter eggs. The supermarket has now gone viral for its sugar fixings, which have elevated the sweet treat game for us all. The brand joined TikTok to capitalise on their product virality which has created business by the Gen Z masses and expanded past their ‘older’ audience. Here are just a few of my favourite M&S treats.

The star item at the bakery that took the nation by storm was the bakery’s fresh milk chocolate chip cookies

Dubai-style chocolate – The Big Daddy
The tail-end of 2024 saw the rising trend of Dubai chocolate – a chunky geometric chocolate with a nutty filling. M&S brought its own iteration to the UK, launching the Big Daddy. At £6.50 some TikTokers wonder if it’s worth the price but upon trying the bar, it seems the rich dark chocolate gives it a luxurious taste. The caramel, peanut butter and roasted peanuts lend themselves to a Snickers kind of layered bar, with one TikToker describing it as “an adult Snickers”. It is indeed big, weighing 300g and notably serving 10 although I don’t know how long it would last in my hands.

Whip off the Old Block – a marshmallow delight
Similar to a walnut whip, Whip off the Old Block is a uniquely shaped bar form which has six blocks of caramel and marshmallow whipped mound encased in chocolate, serving six when individually broken up. Launching alongside The Big Daddy, the product went just as viral for its light, sweet, and fluffy quality as well as distinct design.

Bakery cookies
The star item at the bakery that took the nation by storm was the bakery’s fresh milk chocolate chip cookies. The double chocolate cookies also took TikTok by storm with their rich, indulgent choco-heaven although it was the classic milk-choc-chip selling out nationwide. They are crumbly, soft, and chunkily filled with creamy chocolatey goodness. Now, they are more widely available as the trend has died down a bit so treat yourself to a bag – you won’t regret it. Pop them in the microwave for a few seconds and tuck in with some milk.

Hazelnut Crème
Also known as the ‘kinder-bueno’ spread, the Hazelnut Crème spread sold out in many M&S stores nationwide. The trick is to have them with the M&S cookie dunkers which makes for a dangerous pairing but all the more tasty after every dunk.

You can’t talk about M&S snacks without mentioning all the variations of Percy Pigs sweets and Colin the Caterpillar cake

Custard Cream ‘Easter Egg’
The most recent viral product launched by M&S was of their Custard Cream Easter Egg. I think this description is a stretch as it is, in fact, a blown-up biscuit mould rather than egg-shaped. The intricate mould and detailing replicates M&S’ own ‘outrageously chocolatey’ chocolate-covered custard creams. The ‘egg’ is milk chocolate on the outer layer and a creamy custard-white chocolate on the inside peppered with biscuit bits throughout. This puts the cream in custard cream as well as a little crunch.

Percy, picky bits, and more…
You can’t about talk M&S snacks without mentioning all the variations of Percy Pigs sweets and Colin the Caterpillar cakes. Although the Reversy Percys sweets were not my personal favourite, they caused a spike in conversation as people debated which version of the classic sweet was their favourite. There are also fizzy tails, Colin foam sweets, and the classic Colin cake, which is also available in mini form. Honourable mentions include the blonde fudge bites, the chocolate-covered cookie bites, and Zoe Sugg’s favourite – the chocolate orange giant buttons.

My personal favourite, which did not go viral but deserves an honourable mention, is the Christmas cranberry Jaffa cakes, which I did indeed consume in one sitting (don’t worry, I did share, just not very much).