British Sweet Icon Colin the Caterpillar Makes US Debut at Target Stores
The beloved British birthday party staple, Colin the Caterpillar, is finally crossing the Atlantic to launch in the United States. Marks and Spencer (M&S) has announced that gummy candies based on the iconic caterpillar-shaped character will be sold nationwide in Target stores, marking a significant expansion for the British retailer.
Celebrity Endorsements Fuel US Expansion
Colin the Caterpillar has garnered an impressive A-list following, with stars like Olivia Rodrigo, Kim Kardashian, and Katy Perry reportedly fans of the sweet treat. Singer Olivia Rodrigo notably gave a shoutout to Colin while performing at the UK's Glastonbury Festival last year and has expressed her affection for it in various food interviews. This celebrity buzz has helped propel Colin into the American market, where M&S aims to replicate the success of its Percy Pig sweets, which launched in the US in 2025.
Three Gummy Varieties for American Consumers
For its US debut, Colin the Caterpillar will be available in three distinct gummy candy varieties: classic fruit-flavored sweets, tangy sours, and soft, foam-style treats. These products are part of M&S's ongoing partnership with Target and will be rolled out as a permanent addition to the retailer's portfolio, soon appearing on shelves across the country. The launch aligns with M&S's broader strategy to become a global brand, following the introduction of sour Percy Pig Phizzy Pigtails and Percy Pig Reversy Percy to Target stores.
Colin's Legacy and Legal Battles in the UK
Since 1990, Colin the Caterpillar has been a centerpiece at UK birthday parties, most popular in its chocolate roll cake form. The cake features layers of chocolate sponge rolled into a log shape, filled with chocolate buttercream, and coated with a milk chocolate shell, decorated with Smarties and a white chocolate face and feet. The franchise has expanded to include mini cakes, a frozen Colin gateau, and Easter eggs. Colin's popularity in the UK led to a legal dispute in 2021, where M&S sued Aldi over its similar Cuthbert cake, resulting in Aldi amending the design. Other UK supermarkets like Tesco, Asda, Waitrose, and Sainsbury's have their own versions, named Curly, Clyde, Cecil, and Wiggles respectively.
Loved by both children and adults, Colin the Caterpillar represents a cultural touchstone in British retail. With this US launch, M&S hopes to introduce American consumers to a sweet treat that has become a national treasure in the UK, backed by celebrity endorsements and a proven track record of success.
