Marks & Spencer has launched a Double Chocolate Bloomer in its Foodhalls nationwide, a 380g loaf priced at £3.25 that shoppers are "running" to buy after it went viral on Instagram.
The festive bread, created by the retailer's bakers, mixes bread and chocolate and has attracted more than 22,000 likes and over 400 comments on the company's dedicated Instagram account. One foodie pleaded: "Please don't be A.I.", while another wrote: "Oh heaven, NEED!"
A 30-Year-Old Sourdough with Chocolate Chips
The bloomer is crafted from a 30-year-old slowly fermented sourdough, providing a "chewy" crust and "soft, fluffy" centre. It is packed with milk and dark chocolate chips for indulgence.
According to M&S, it is "the ultimate festive breakfast treat". Fans have suggested pairings including salted butter, peanut butter and cream cheese, with one commenting: "There is no need for chocolate bread to exist. But I now need it in my life."
Shoppers Joke About Their Diets
Shoppers have responded with humour, with one saying: "I am not walking to M&S, I am running!" and another quipping: "Ok well that's tomorrow's diet out the window...." The festive loaf has been described as sending shoppers "running" to stores.
The item is not suitable for anyone with a gluten allergy or intolerance, leading some to urge the retailer to create a version they could enjoy.
Festive Season Preparations
The new bakery item comes as M&S gears up for the festive period, having recently unveiled its 2026 advert featuring Happy Valley star James Norton and Amandaland star Lucy Punch. The Double Chocolate Bloomer is available in Foodhalls now.
