Queues stretching around Marks & Spencer stores for a new cookie have been branded 'diabolical' and 'dystopian' by baffled Brits, even as others rush to get their hands on the sweet treat.
The retailer released its new Milk Chocolate & Cornflake cookie in its Foodhalls on November 4, and shoppers have been lining up daily since then. Videos shared on TikTok and Instagram show queues snaking around stores, customers grabbing packets as staff load shelves, and some claiming to have seen people 'fighting' over them.
Social media reactions to the cookie craze
While many M&S fans are desperate to try what some call 'the holy grail' of Marks & Spencer cookies, others are unimpressed. '@randomuser24601_' commented: 'You would never see this kind of queue in Tesco. It's literally just a cookie.' '@shuhena23' agreed, saying 'Definitely [getting] out of hand. The greed is unreal,' while '@thenortherncrank' proclaimed: 'This is actually diabolical.'
Some shoppers described feeling put off by the scenes. '@aimeeslcx' shared: 'I went today, saw a little queue for the new ones, and it gave me the ick so bad. Picked up some white choc ones and left.' '@sophieetc' added: 'This is just so mad because there are so many small businesses and bakeries out there making cookies that taste so much better.' Others compared the queues to an episode of Black Mirror and thought 'it should be studied'.
Not everyone objected, with some calling the queues 'civilised' and saying the 'hype' made them want to try the cookies more. '@asmoosy94' admitted: 'It worked, I went out just to get it.' '@coops5597' shrugged it off, saying: 'It's just the thing at the minute. Everyone wants them, and in a few weeks it'll all slow down. TikTok is very much like this.' '@creativebygee' claimed the queues were 'worth it', posting: 'The [cookies] are f***ing incredible, worth every second waited.'
The 'Kathryn Turner effect'
Social media users have attributed the cookie success to the 'Kathryn Turner effect'. Kathryn is the director of product development at M&S Food, working for the retailer since the 90s. She recently started a social media channel sharing product recommendations, which has gained a cult following. Her recent post about the new cookies has had 2.5 million views on TikTok and thousands more on Instagram.
It has become a running joke online that whatever she recommends sells out quickly. '@l.bl444' responded to the cookie video, saying: '"Hi, I'm Kath…" SOLD.' Similarly, '@bee_khan27' commented: 'At this point, Kat, take my payslip.'
Ongoing cookie supply issues
Metro recently reported on a rumoured 'cookie shortage' in the UK, after noticing empty shelves in the bakery ahead of the cornflake cookie launch. Stock of the milk chocolate, white chocolate, and triple chocolate cookies has been low for a few weeks, with signs in stores saying they'll be 'back soon'. While the new cookies have been available, some classics are yet to reappear.
Metro asked M&S what was going on, and a spokesperson said: 'Our freshly baked cookies are a firm favourite with M&S customers, so it's no surprise they can get snapped up quickly. They're baked fresh in our in-store bakeries every day, with our teams working hard to keep up with customer demand.'
