Marks & Spencer may not be the UK's largest supermarket, but it has undoubtedly captured the nation's heart. From its beloved Percy Pig sweets and irresistible 'picky bits' to viral cookies and acclaimed wines, the retailer has become a cultural phenomenon. Its influence extends beyond physical stores, inspiring TikTok memes like 'M&S Hallelujah', spawning Spotify playlists, and turning employees into influencers. Kathryn Turner, M&S's director of product development, gained 50,000 followers in just one month. New products seem to drop weekly, keeping fans in a constant state of anticipation.
As a food writer, I track every launch closely. But the latest offering gave me pause: limited-edition Shake-A-Cucumber pots. Priced at £2.50 (£2.90 on Ocado), these to-go snacks come in two flavours: Big Dill (dill and gherkin cream cheese dressing) and Feeling Spicy (spicy sesame miso mayonnaise). The concept is simple: pour the sauce over cucumber slices, close the lid, and shake. M&S calls it a 'bold twist on a refreshing snack', but to me, it's a neon sign that we've reached peak M&S. Brits seem willing to buy anything with a colourful label, no matter how basic.
The Viral Takeover
To test this theory, I visited the M&S at High Street Kensington at midday. Unsurprisingly, the pots were sold out. Online, the hype was undeniable. Within days of launch, dozens of TikTok videos proclaimed them 'amazing', 'delicious', and 'a must-try'. Kathryn Turner's own video garnered 480,000 views, fueling the frenzy. TikToker @elliecornelia admitted, 'I've always been an M&S girlie, but since following Kathryn Turner, the obsession is getting worse. I can't help myself. As soon as she posts something, I need to go and try that.' She rated the Big Dill pot 8/10, comparing the sauce to a burger. @ishxn.a gave it a solid 9/10, while @megjade.xx called the spicy version 'stunning' and said she was 'absolutely obsessed'. Many commenters confessed they were already heading to M&S to buy one.
Skeptics Speak Out
Not everyone was impressed. Some questioned M&S's ability to turn simple cucumber slices into a viral sensation. @smartmeter10 remarked, 'M&S can literally make money from nothing.' @xotiaspamzox agreed: 'I'm crying, it's cucumber and sauce, it's not that good.' @onetrickpony7 shrugged, 'Love M&S, but I'm just gonna make this at home.' @saintetienne575 asked an influencer, 'You're EXCITED for a salad?? Are you – seriously?'
In defence of M&S, one commenter argued that the retailer is 'so much more creative than any other supermarket'. That's hard to deny: M&S sets trends rather than follows them. But that doesn't mean we must blindly buy everything. A former M&S creative recently told me the retailer is churning out items 'for clicks' these days. In this case, I see their point. Could you imagine getting excited about a pot of cucumber at Asda or Lidl? It wouldn't happen. And you'd never swap a packet of crisps for these in a Tesco meal deal.
M&S has achieved remarkable brand loyalty, but perhaps it's time for a reality check. Not every product deserves the hype, even if it comes in a colourful pot.
