As the festive tinsel is packed away, British retailers are already setting their sights on the next celebration, with Marks & Spencer leading the charge with a distinctly cheeky offering for Valentine's Day. The high street stalwart has sparked a social media frenzy with its latest novelty confectionery, leaving customers both amused and divided.
A 'Cheeky' Confection Causes a Stir
The product causing all the commotion is the 'You Tickle My Pickle' chocolate bar, priced at £3.75. Crafted from solid milk chocolate and moulded into a gherkin shape, it is adorned with rosy pink cheeks and dark chocolate eyes. The item was first highlighted online by Facebook user Roisin on her page, 'Finding Roisin', prompting a wave of hilarious reactions from followers.
Many praised the supermarket's sense of humour, with one social media user declaring, "M&S have a great sense of humour!" Others took the joke further, suggesting the bar could become a romantic litmus test. Several people joked that their relationships would be 'over' if their partner failed to gift them the humorous treat.
Social Media Erupts with Humour and Anticipation
The online response was swift and filled with laughter. One person quipped, "Nearly as bad as the love sausage!" referencing a previous M&S novelty item. Another wrote, "This has had me howling all day! I'm going to get one for myself!" The sheer absurdity led some to initially doubt its authenticity, with a comment reading, "This can’t be real, but I’d have to 100% get this."
Inevitably, the conversation turned to M&S's perennial rival, Aldi. Shoppers are now eagerly awaiting a budget-friendly retort from the German discounter, with one fan predicting, "Can't wait for Aldi to come back with something that rhymes with gherkin!" Another directly tagged the supermarket, writing, "@Aldi UK cannot wait for your Valentine's clap back!"
Part of a Larger Valentine's Collection
This is not the first time M&S has ventured into playful Valentine's territory. In 2025, the store offered a butterscotch-filled 'banana' and a Cupid's arrow that shoppers compared to items from Ann Summers. The pickle bar joins a wider 2026 Valentine's range available online, which includes Red Velvet Pancakes, Jelly Bean Hearts, and Pistachio Truffles.
The retailer has also reintroduced its popular Spencer Bear, made from Belgian milk chocolate and finished with a dark chocolate heart. While the pickle-shaped bar is capturing headlines, it represents just one option in a full suite of romantic gifts, proving that when it comes to Valentine's Day, M&S is catering to both traditional romantics and those with a more mischievous sense of humour.
