M&S combines two of its most popular treats for an indulgent first-of-its-kind chocolate bar

Sarra Gray
Wed, 08 Apr 2026 13:08:09 +0000

M&S Food has just unveiled its biggest ever custard cream, and shoppers are absolutely loving it.

The Giant Outrageously Chocolatey Milk Chocolate Coated Custard Cream brings together two of the retailer's most popular viral hits: the Chocolate Coated Custard Cream and The Big Daddy bar.

Priced at £5 for a 270g bar, this supersized treat takes Britain's beloved biscuit and transforms it into something truly indulgent.

It is the first of several custard cream launches M&S has planned for this summer, and fans are already going wild for it online.

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One of the biggest draws is the amount of chocolate in the bar. It is actually more chocolate than biscuit, with a whopping 52 per cent chocolate content.

The bar features a rich vanilla custard filling, completely enrobed in smooth milk chocolate. M&S has made it using their exclusive recipe with real custard powder – something they say sets them apart from other retailers.

It is essentially a supersized, chocolate-covered version of the classic British favourite, designed to be utterly over-the-top and indulgent. Whether you plan to share it or dunk it, this treat is all about going big on flavour.

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Product development assistant for biscuits & confectionery at M&S Food, Brandon Spatcher, 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 mashup 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."

The response on social media has been phenomenal, with posts on M&S's Instagram and Facebook pages racking up more than 6,000 likes, comments and shares in under 24 hours.

Commenting on Instagram, one shopper wrote, "it is going straight in my basket", while a second said, "I need to pick one of these up tomorrow". A third joked: "Can you advise the best way to contact the M&S addiction helpline, as I feel it’s time to go to a meeting."

The idea came from Shanice, a Customer Assistant at the Bracknell store, who submitted her suggestion through M&S's Straight to Stuart platform – a system that lets staff share ideas.

The retailer sells 45 million individual custard cream biscuits annually, with six million of those being chocolate-coated versions, so many Britons will be keen to try the new item.

In more foodhall news, M&S has launched new seasonal food, including showstopping centrepieces and a supermarket first.