This in-between weather - still cold and grey but with just a touch of sunny optimism.. is enough to send us running back to our duvets with a cup of tea in hand. Thankfully, M&S has us covered when it comes to something sweet to lift the spirits.
The retailer has officially announced a brand-new flavour in its wildly popular Chunked N' Loaded cookie range, and this time it’s inspired by one of Britain’s favourite biscuits: the humble custard cream.
The new Chunked N' Loaded Custard Cream Cookie (£2 for 105g) is already available at M&S bakery counters, though they expect them to sell out quickly. And if previous launches are anything to go by, they’ll be flying off the shelves in a matter of hours.
M&S describes the cookie as a golden, buttery bake enriched with cream powder for an extra-rich custard flavour. It’s packed with generous chunks of M&S’s own Custard Cream biscuits for plenty of chew and crunch, before being finished with a drizzle of white chocolate for an indulgent final touch.
Unsurprisingly, shoppers are already going wild for it online, with the launch racking up 442,000 impressions and 15,000 engagements in just six hours. Fans also seem impressed in real life, too, with one shopper writing: “Got one today! 10/10 would recommend!”
Custard cream-flavoured treats have clearly become a winning formula for M&S. The retailer recently launched a giant custard cream biscuit, while its Dunked N’ Loaded Custard Cream doughnut went viral in April, generating 1.3 million social impressions and reportedly causing queues outside stores.
Meanwhile, its Giant Outrageously Chocolatey Milk Chocolate Coated Custard Cream - complete with an extra-thick chocolate coating - is still proving popular online, while traditional Custard Cream biscuits remain one of the supermarket’s bestselling treats, with 4.5 million sold every year.
Mel is the Senior Food & Drink Writer for Good Housekeeping UK, covering all the delicious new product launches that come her way, writing about food and drink topics, and curating gift guides for the best foodie products to buy. Alongside that, she can be found developing and creating cocktails for GH and holds her WSET Level 2 in Wine and Spirits. She was part of the Good Housekeeping Institute food testing team for over four years before moving over to the digital side, so knows a thing or two about great food products. You'll find her scouring the supermarket shelves in her spare time for new and exciting ingredients to experiment with in her kitchen.
