Asda launches new items to rival M&S — including ‘10/10’ custard cream treat

| Senior Lifestyle Reporter Published October 26, 2026 1:49pm Updated October 26, 2026 1:49pm Custard cream biscuits are really having a moment (Picture: Shutterstock / larry mcguirk) Custard creams have been around for more than 100 years, but lately new life has been breathed into the elite British biscuit. Marks & Spencer is at the forefront of the big custard cream comeback, with shoppers going wild for the M&S extra cream version, the chocolate-covered ones, and the new custard cream spread. The latter proved so popular there’s even been a custard cream controversy gripping the nation over the last few weeks, with people desperate to stock up on the stuff. Now another supermarket giant is looking to get a slice of the action, as Asda has launched a brand new twist on the classic biscuit. Asda has launched a new twist on the classic treat (Picture: Asda) The retailer recently released a milk chocolate bar with a custard cream flavour filling. Priced at £2, the bar is described as containing milk chocolate with hazelnut paste, plus a vanilla flavour and crushed biscuit centre. A jammy donut version has also hit the shelves, which is the same as the custard cream one, but with a vanilla and raspberry flavoured filling instead. Several other new items have also been released, which shoppers say feel ‘very M&S coded’. This includes new Cornflake & Almond Crunchy Clusters, which might remind people of the M&S Crispy Clouds, plus, hot on the heels of the M&S Malt Ball success, Asda has created its own Malted Choc Balls. There’s a jammy donut version too (Picture: Asda) Ask Metro Use AI to go deeper into the stories you care about – powered by Metro and trusted publications. Online people are getting excited about the new launches, especially the filled chocolate bars. Taking to Facebook, Liam Floy said both bars looked ‘lush’, as @jacksonsfoodcorner on Instagram thought they sounded ‘really interesting’. Rebecca Huxley had already given the custard cream one a try and claimed it was a ‘10/10’, and @annawilson1188 agreed it’s ‘lovely’. Others shared that they were ‘running’ to Asda to try the new products as they ‘needed’ them. Morrisons also has a custard cream chocolate bar (Picture: Morrisons) A few people also pointed out that Morrisons has been selling a custard cream chocolate bar for a while, which costs £2. Reviews online for this product are mixed, with some hailing it the ‘best chocolate bar’ this year, and others slamming it as ‘too sickly’. KateF posted: ‘This is nice, but not really like a custard cream. More of a creamy white chocolate ganache filling.’ While Allisonmikey wrote: ‘I didn’t have high expectations after seeing the negative reviews, but was surprised it was delicious. Yes, it’s sweet, but that just means you don’t need to eat much in one go. Lovely treat to have with a cup of tea.’ Which new Asda product are you most excited to try? Asda's Milk Chocolate Filled Custard Cream BarCheck Asda's Milk Chocolate Filled Jammy Donut BarCheck Asda'sCornflake & Almond Crunchy ClustersCheck Asda's Malted Choc BallsCheck Sign up to Metro's The Slice newsletter for your guide to what's on in London, with trusted reviews, offers and giveaways. A few other items at Asda are calling a stir on social media, including a Duo Cinnamon & White Chocolate Flavour Spread and a new Soft Set Honey with Tiramisu Flavour. If none of these are tempting you, don’t panic, as there have been plenty of other new launches of late. Co-op has confirmed it’s bringing 2026’s most controversial cake trend to the UK, while Cadbury has made a big change to Heroes chocolates for Christmas with a new Pick & Mix option. For those who prefer something savoury, Walkers released its Christmas crisps range, featuring Pigs in Blankets, Roast Potatoes, and Sensations Honey Glazed Roast Ham flavours. Deals of the Day The wellbeing brand behind everyone's favourite candles has launched its biggest sale yet Oodie's £1 sale returns with wearable blankets, dressing gowns and throws up for grabs See London's Christmas lights from an open-top double-decker bus this winter My skin always suffers when the heating goes on but this serum changed that The skincare formula that finally took the guesswork out of my routine And Coca-Cola unveiled a new drink flavour too. Do you have a story you’d like to share? Get in touch by emailing MetroLifestyleTeam@metro.co.uk Arrow MORE: The Greggs where you can order a beer with your sausage roll Arrow MORE: Wind-up radios sell out as shoppers panic at government’s Be Ready campaign Arrow MORE: Professor Green always has this 75p item in the kitchen — and something for his ‘man parts’ too The Slice Your free newsletter guide to the best London has on offer, from drinks deals to restaurant reviews.