Shoppers are going WILD for the lovechild of two of M&S’s most viral products… the Chocolate Coated Custard Cream and The Big Daddy bar – and it’s the first of several new custard cream launches this summer!
Move over Dubai Chocolate – this new sweet sensation really takes the biscuit! M&S’s latest custard cream-themed treat is already breaking the internet and is the first of several new custard cream launches planned for summer, the retailer teases.
Introduced to you as the lovechild of two of M&S’s most iconic viral launches – Chocolate Coated Custard Creams and The Big Daddy bar! The Giant Outrageously Chocolatey Milk Chocolate Coated Custard Cream is here!
Made to an exclusive-to-M&S recipe, they have taken the beloved custard cream and supersized it into an unbelievably indulgent biscuity bar that’s more chocolate than biscuit AND made with real custard powder.
Shoppers are already going wild for the new bar on social media, with posts on the M&S Instagram and Facebook racking up over 6,000 likes, comments and shares in less than 24 hours. Comments from fans include “This is my idea of heaven!” and “I will love this more than I love my husband 😍”, while Michelle Visage, judge on RuPaul’s Drag Race UK, added “OH DEAR LORD ❤️”
Having sold 1.5 MILLION Big Daddy bars last year AND over 11,000 Custard Cream Easter Eggs, M&S are expecting this custard cream dream to fly off the shelves, so you better be quick!
At M&S Food, the have revolutionised the classic custard cream: being the first to launch chocolate-coated and extra cream versions, and the Custard Cream Easter Egg was an instant sell-out last year! And if that wasn’t enough, they sell 45 million individual custard cream biscuits every year (6 million of which are chocolate-coated) – that’s enough to stretch from London to Edinburgh and back, TWICE!
Brandon Spatcher, Product Development Assistant for Biscuits & Confectionery at M&S Food, said: “We had so much fun dreaming up this gigantic chocolate coated version of Britain’s favourite biscuit, and it took us 12 months to make sure it’s as indulgent as possible. It’s basically the mash up of two of our biggest M&S icons: we know our customers can’t get enough of our Big Daddy bars or our chocolate-coated custard creams, so making a giant one felt like the obvious next step. Funnily enough, one of our colleagues in store actually suggested the same idea to our Chief Executive at the exact same time as we were bringing it to life in the kitchen, so it felt like a sign from the biscuit gods that we had to make it happen.
“As with all our other custard creams we’ve made it with real custard powder for that signature M&S Food magic and over 50% chocolate, so it’s more chocolate than biscuit. I love that it’s not only ridiculously indulgent and totally over the top but also guaranteed to get custard cream fans talking, which is exactly how we like it!”
When Shanice, a Customer Assistant in our Bracknell store, submitted an idea through our Straight to Stuart platform – which allows colleagues to get their suggestions directly in front of Chief Executive, Stuart Machin – to create a chocolate bar version of our much-loved Outrageously Chocolatey Chocolate Coated Custard Creams, our product developers knew they were on to a winner!
The Giant Outrageously Chocolatey Milk Chocolate Coated Custard Cream
£5, 270g
Our biggest ever custard cream biscuit with a rich vanilla custard filling, FULLY enrobed in smooth milk chocolate (and yes, it’s 52% chocolate so more chocolate than biscuit!). This gigantic treat is made to our exclusive-to-M&S custard cream recipe using real custard powder, and is perfect for sharing or for dunking in an equally giant cuppa!
