In a bold festive stunt, budget supermarket Aldi has reignited its famous caterpillar cake rivalry with Marks & Spencer by driving a giant topiary version of its Cuthbert cake past an M&S store.
A Festive Troll on Tour
The cheeky marketing move saw an 8ft-tall sculpture of Cuthbert, transformed into a Christmas tree complete with fairy lights, baubles, a Santa hat, and festive shoes, embark on a sightseeing tour. The giant creation was first spotted in Brighton, visiting landmarks including the pier and the Royal Pavilion, before making a pointed visit to an M&S store to 'spread festive cheer'. Its final destination was the Aldi store on Pacific Drive in Eastbourne.
Surprised shoppers were stunned by the 12ft-long topiary creation when it arrived at the Aldi store on the morning of Wednesday, 18th December 2025. Many quickly took photos and shared them on social media.
The Long-Standing Cake Feud
This playful act is the latest chapter in a long-running dispute between the two retailers over their iconic caterpillar cakes. In 2021, M&S sued Aldi, claiming that Aldi's Cuthbert the Caterpillar cake infringed the trademark of its own famous Colin the Caterpillar. M&S argued the similar design and packaging could confuse customers and damage its brand.
The legal battle was settled out of court in 2022. However, since the settlement, Aldi has frequently continued to poke fun at its rival through witty social media posts and marketing campaigns, much to the amusement of shoppers.
Shoppers React to the Giant Cuthbert
Julie Ashfield, Chief Commercial Officer at Aldi UK, commented on the festive display. "Cuthbert is an Aldi icon, so it felt only right we gave him a festive twist, swapping chocolate for topiary, fairy lights and baubles to spread the festive cheer," she said. "After letting him loose for a spot of Christmas sightseeing, he's now settling into his new home at our Pacific Drive store in Eastbourne."
Shoppers expressed their delight at the unexpected sight. One customer remarked, "A Christmas tree in the shape of Cuthbert…incredible!". Another said, "A huge Cuthbert tree wasn't what I was expecting to see when I came to do my big Christmas shop this morning, but I'm here for it."
The Cuthbert topiary structure will remain on display at the Aldi store on Pacific Drive, Eastbourne, from 18th to 22nd December 2025. Meanwhile, the edible version of the cake, Aldi's Cuthbert Cake, priced at £6.99 for 625g, remains available in stores nationwide.
