Marks & Spencer has released a new Custard Cream Spread, priced at £2.50, which fans have dubbed 'beautifully filthy.' The supermarket describes the product as: 'Sweet, smooth, vanilla-flavoured spread studded with crunchy biscuit pieces… it combines a mellow, custardy warmth with little bursts of biscuit crunch for a classic biscuits-and-cream feel.'
A Familiar Treat
This is not the first time a custard cream spread has hit the shelves. Back in 2014, Tesco introduced a range of biscuit-themed spreads, including cookies and cream, bourbon biscuit, and a custard cream flavour. At the time, the jars cost £1.99 and sparked mixed reactions, with one commenter on then-Twitter asking: 'What is this, America?'
The Tesco spreads remain memorable, and when M&S announced its own version, many social media users reminisced about the original. User @annawilson1188 joked: 'My waistline will hate this,' while @lottienina said she's 'surprised it's taken this long for it to re-emerge.'
Innovation and History
M&S has built a reputation for viral snacks, from the Dippy Egg Cookie Cup to the Japanese-inspired strawberry sando. Director of product development Kathryn Turner has gained a following on TikTok since joining in May, sharing behind-the-scenes content and hidden Food Hall picks.
The launch comes after M&S took Aldi to court in 2021 over the Cuthbert the Caterpillar Cake, which M&S argued was too similar to its Colin the Caterpillar. Aldi responded with social media posts about Cuthbert being in 'cake jail' and the hashtag #FreeCuthbert. The dispute ended in a settlement.
Online Hype
Despite the déjà vu, the new spread has generated significant online buzz. On Facebook, Selena Figueriredo labelled it 'Absolutely lethal,' and Lynne Harvey added: 'I wouldn't spread it. Just give me a spoon.'
Metro has contacted M&S and Tesco for comment.
