Marks & Spencer’s new Custard Cream Spread has been one of the most talked-about food launches of the year. But the popular jar has now found itself at the centre of a heated online debate. After a small bakery shared a photo of a large haul of the spread, social media users were quick to take sides. Here’s how the row began and what both sides have to say.
M&S launched its Custard Cream Spread in August for £2.50 a jar. It’s a sweet, smooth vanilla spread mixed with crunchy pieces of biscuit, inspired by the classic custard cream. Fans have been using it on toast, pancakes and in all sorts of bakes. Like many M&S food launches, it quickly became a hit. Shelves in some stores have been emptied, and plenty of shoppers have struggled to find a jar. That demand helped set the scene for the latest row.
How the row began
A small baking business in Newcastle shared a photo online of its owner buying two full trays of the spread from M&S. The jars were for a custard cream version of millionaire’s shortbread, sold by the bakery. The post was meant to show off a new treat, but it quickly sparked a backlash.
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Some people were shocked to see 11 jars in one go when they couldn’t find any at all. Others accused the bakery of being the reason the spread had sold out. Within days, thousands of people had joined the discussion. Critics argued that buying so many jars left little for other customers. Some asked why a baker couldn’t simply make their own version of the spread. Others felt a business should buy ingredients from a wholesaler rather than a supermarket.
A number of people called on M&S to limit how many jars each customer can buy. They felt this would make it fairer for everyone. Similar limits have been used on popular items in the past.
Why others defended the baker
Plenty of people jumped to the bakery’s defence. They pointed out that there were no rules stopping anyone from buying as many jars as they wanted. If a shop doesn’t set a limit, they argued, customers are free to buy what they like. Others said it was only a jar of spread, not an essential item such as bread or toilet roll. Many felt the reaction was out of proportion. Some even praised the bakery for spotting a clever way to attract customers.
The bakery owner says he’s bought around 30 jars in total and has never emptied a shelf completely. He says he always leaves at least half the stock for other shoppers and spreads his buying across different stores. He was surprised by how much attention the post received and has found the whole thing quite funny.
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He says he could easily make his own spread, but that misses the point. Customers are drawn to the treat because it uses a well-known M&S product. As the spread is only sold at M&S, it isn’t available through the bakery’s usual suppliers.
M&S doesn’t currently have a limit on how many jars customers can buy. The bakery says it would respect any limit if one were introduced. If it couldn’t get hold of the spread, it would simply stop selling that treat until more became available. M&S hasn’t said whether it plans to bring in a limit. The retailer says it’s delighted with how popular the spread has been. It’s enjoyed seeing the different ways people are using it, from breakfast toppings to desserts.
How to get your hands on a jar
If you’re struggling to find the spread, M&S suggests using its online food catalogue to check which local stores stock it. Asking staff in store when new deliveries usually arrive can also help. Visiting early in the day may give you a better chance of finding some on the shelf.
If you can’t find a jar, you could try making a simple version at home. Blend custard cream biscuits with a little melted butter or white chocolate until smooth, then stir in some crushed biscuit for crunch. It won’t be the same, but it could tide you over until the shelves are stocked again.
