With the festive season now a memory, British retailers have swiftly turned their attention to the next celebration on the calendar. While some are already stocking Easter eggs, Marks & Spencer has unveiled its Valentine's Day collection, featuring one particularly mischievous item that is already causing a social media sensation.
A 'Cheeky' Treat Goes Viral
The product causing the online stir is the 'You Tickle My Pickle' chocolate bar, priced at £3.75. Shared on Facebook by user Roisin to her page 'Finding Roisin', the pickle-shaped confection is crafted from rich milk chocolate and adorned with playful pink cheeks and dark chocolate eyes. The humorous gift idea prompted an immediate and hilarious reaction from shoppers.
Many praised the supermarket's sense of humour, with comments flooding in. One person declared it was "nearly as bad as the love sausage!", referencing a previous novelty item. Another wrote: "This has had me howling all day! I'm going to get one for myself!" The response was so strong that some jokingly suggested their romantic partnerships were on the line. "I’ll be disappointed if you don’t get this for Valentine's Day!" one fan stated, while another claimed their relationship would be "over" if their partner failed to gift them the chocolate pickle.
A History of Humorous Valentine's Gifts
This is not the first time M&S has ventured into playful Valentine's offerings. In 2025, the retailer sold a butterscotch-filled 'banana' and a Cupid's arrow that shoppers remarked looked like it "belongs in Ann Summers". The tradition of light-hearted gifts appears to be a growing trend for the season.
Following the online reveal of the pickle bar, many consumers are already anticipating a response from rival budget supermarket Aldi, known for its witty product parodies and friendly feud with M&S. One social media user quipped: "Can't wait for Aldi to come back with something that rhymes with gherkin!" Another directly tagged the chain, writing: "@Aldi UK cannot wait for your Valentine's clap back!"
The Full Valentine's Range
Beyond the viral pickle, Marks & Spencer has launched a comprehensive selection of Valentine's treats for 2026. The collection, available to view online, includes a variety of indulgent options such as:
- Red Velvet Pancakes
- Jelly Bean Hearts
- Pistachio Truffles
The supermarket has also brought back the popular Spencer Bear, a dapper figure made from Belgian milk chocolate and finished with a dark chocolate and red cocoa heart.
The launch demonstrates how major retailers are increasingly using humour and novelty to engage customers during seasonal events, turning a simple chocolate bar into a major talking point and driving significant online buzz.
