Fans call M&S’ new Custard Cream Spread ‘beautifully filthy’ — and it’s giving déjà vu

Fans are going wild for the spread (Picture: M&S/Ocado) M&S has carved out a niche for bringing us weird and wonderful viral snacks we didn’t know we needed, from the Dippy Egg Cookie Cup to the Japanese-inspired strawberry sando. And now, the supermarket has dropped another exciting new product: Custard Cream Spread, which fans have dubbed ‘beautifully filthy.’ M&S describes the £2.50 item as: ‘Sweet, smooth, vanilla-flavoured spread studded with crunchy biscuit pieces… it combines a mellow, custardy warmth with little bursts of biscuit crunch for a classic biscuits-and-cream feel.’ It’s yet another example of Marks’ innovation, which continues to gather fans. In fact, after joining TikTok in May, director of product development, Kathryn Turner, has become viral hit for her behind-the-scenes content and favourite hidden Food Hall picks. M&S is releasing a new spin on a popular biscuit, and fans are going wild (Picture: Getty Images) But, while the supermarket has become known for its unusual products, this time, it’s not the first to bring us a custard cream spread. Back in 2014, Tesco caused a stir by bringing out a range of biscuit-themed spreads, including cookies and cream, bourbon biscuit and yes, a custard cream flavour. Almost 12 years ago, the jars were £1.99 (those were the days) and were surprisingly divisive, with one comment on then Twitter asking: ‘What is this, America?’ So popular were the spreads, they’re still remembered today — to the point that when M&S announced its own offering, many commenters reminisced about the OG. Ask Metro Use AI to go deeper into the stories you care about – powered by Metro and trusted publications. ‘My waistline will hate this,’ joked user @annawilson1188. ‘Remember when Tesco did one,’ while @lottienina said she’s ‘surprised it’s taken this long for it to re-emerge.’ It’s an interesting choice from M&S, given the upset caused when other supermarkets have emulated its products. Back in 2021, M&S took Aldi to court over the Cuthbert the Caterpillar Cake, which the supermarket argued had too many similarities to its original Colin. Some micky-taking from Aldi ensued, with Instagram posts about how poor Cuthbert was in cake jail, and the hashtag #FreeCuthbert born. In the end, the two stopped feuding and reached a settlement. However, we’re not holding this against our beloved M&S. Food trends come and go after all — take the current renaissance of frozen yoghurt, for example. Food trends come and go (Picture: iloveyochi.uk) While the ice-cream ‘alternative’ seemed to disappear somewhere in the 2010s, it’s back with a vengeance, and Australian brand Yo-Chi has just opened its first store in London, with queues stretching round the block. And regardless of whether custard cream spread is new or not, it hasn’t stopped it being hyped up online, in a big way. On Facebook, Selena Figueriredo labelled it: ‘Absolutely lethal.’ ‘I wouldn’t spread it,’ added Lynne Harvey, saying what we’re all thinking. ‘Just give me a spoon.’ Metro has contacted M&S and Tesco for comment. Do you have a story you’d like to share? Get in touch by emailing MetroLifestyleTeam@metro.co.uk Deals of the Day A friend said I looked 'snatched' – I credit this new Charlotte Tilbury powder Shop MySweetSmile's biggest Bank Holiday offers before they end Back-to-school shopping just got a lot cheaper thanks to Primark The back-to-school essential parents forget every year – and it could cost them Simba's cooling mattresses are now up to 30% off ahead of the bank holiday Arrow MORE: People are only just discovering that Harrods do a ‘banging’ meal deal — but it’s not cheap Arrow MORE: The depressing stock cupboard list every Brit needs to prep for Doomsday Arrow MORE: Map reveals the best takeaway restaurants in each UK region — is your local a winner? The Slice Your free newsletter guide to the best London has on offer, from drinks deals to restaurant reviews.