Shoppers at Marks & Spencer have been left both amused and slightly embarrassed by a new addition to the supermarket's Valentine's Day range, a chocolate bar with a distinctly suggestive shape.
Social Media Erupts Over Suggestive Sweet
The product, called the 'You Tickle My Pickle' Milk Chocolate bar, was spotted in stores and shared online by a Facebook user known as Finding Roisin on 4 January 2026. Her post, which simply highlighted the new item, quickly went viral, garnering thousands of comments and shares from tickled customers.
While the chocolate is officially designed as a cute pickle, complete with rosy pink cheeks and dark chocolate eyes, many shoppers couldn't help but draw a very different comparison. The bar's elongated, bulbous form led to a flood of cheeky comments referencing the popular aubergine emoji and other innuendos.
One social media user quipped, "It doesn't look like a pickle," while another admitted, "I've been creased at this today." The general consensus was one of hilarity, with many praising M&S for its sense of humour in the lead-up to February 14th.
A Hit with Valentine's Shoppers
Despite—or perhaps because of—its risqué appearance, the treat has proven to be a surprising hit. According to the M&S website, the chocolate is described as a way to "make them smile" and is made from rich, creamy milk chocolate. It is also confirmed to be suitable for vegetarians.
The response online showed many were eager to get their hands on one. "I need one," wrote one shopper plainly. Another declared it superior to a previous novelty item, stating, "This beats the Love Sausage." Some saw its potential as an anonymous gift, with a comment reading, "This would be absolutely hilarious to receive anonymously."
Not everyone was entirely convinced, however. One person questioned, "Who agreed to this one being an ideal product to offer for sale?" while another expressed disbelief that it was a real product, though still vowed to buy it.
Part of a Broader Valentine's Offering
The 'You Tickle My Pickle' bar forms part of Marks & Spencer's wider Valentine's Day collection for 2026. The retailer has stated it has "lots on offer" this year, ranging from this novelty item to more traditional heart-shaped options for those seeking a classic romantic gift.
While some shoppers have already purchased the bar, others said they were rushing to stores to find it. One woman even joked that her relationship would be "over" if she didn't receive one, highlighting the product's unexpected popularity. Marks & Spencer has been approached for further comment on the launch.
