Marks & Spencer is introducing a new bakery superstar that could overshadow its popular cookies. The retailer has just launched Dunked N' Loaded doughnuts, positioned as the next big thing following the viral success of its Chunked N' Loaded cookies.
The Viral Predecessor
M&S has been on a remarkable streak with recent product launches, from hot cross buns to filled Easter eggs. The Chunked N' Loaded cookies created an internet frenzy when they debuted, with shoppers purchasing a staggering 70,000 units on the first day alone. This overwhelming response has set high expectations for the new doughnut line.
Ultra-Indulgent Creation
The Dunked N' Loaded doughnuts are described by M&S as "ultra-indulgent" treats featuring what the company claims is "the deepest, gooiest centre on the high street." The retailer has boldly proclaimed them the "must-try treats of the season," suggesting they could become the next social media sensation.
Four Distinct Flavors
Customers can choose from four carefully crafted flavors:
- Strawberry & Matcha: Filled with Kentish strawberry jam and topped with matcha icing and freeze-dried strawberries
- Chocolate: Made with chocolate dough, packed with rich dark chocolate crème, and finished with chocolate curls
- Pistachio: Features pistachio crème, topped with caramelised and roasted pistachios and a zingy lemon glaze
- Lemon: Loaded with tangy M&S lemon curd and decorated with freeze-dried raspberry pieces
Each doughnut is crafted with an enriched "ultra-light" dough designed to deliver what M&S promises will be a "proper melt-in-the-mouth" experience.
Pricing and Availability
The individual doughnuts are priced at £2 each and will be available in over 600 M&S Foodhalls nationwide. For those who can't decide on a single flavor, selected stores will offer a mixed 4-pack for £6, allowing customers to sample the entire range.
Behind the Launch
Harry Peak, lead product developer for the in-store bakery at M&S Food, explained the thinking behind the new product: "At M&S, we're obsessed with creating the kind of sweet treats people can't help but talk about, rush out to try, and share all over social media. After seeing the unbelievable reaction to our Chunked N' Loaded cookies last year, which literally broke the internet, we knew our next launch had to be even bigger."
Peak continued: "When we looked at what was out there already, we couldn't see any doughnuts on the high street that paired the ultra-light, melt-in-the-mouth dough that customers love with the kind of bold, modern flavours people get excited about - so we set out to change that with Dunked N' Loaded. We've taken everything shoppers adore about the American-style bakery trend dominating TikTok and Instagram and pushed it further: a lighter dough, deeper fillings, and bolder flavours and toppings to ensure every bite is a moment of indulgence."
Expert Taste Test
A specialist food writer who sampled all four flavors found the new range to be a genuine game-changer. The pistachio doughnut emerged as the clear standout, described as "absolutely stuffed with rich, glossy pistachio crème" with a soft, light dough and roasted nuts providing satisfying crunch.
The chocolate variant came a close second with its thick, custardy chocolate filling, though it was noted to become "sickly rather quickly" due to its intense chocolate composition. The lemon curd option offered a refreshing contrast with zingy curd and sharp freeze-dried raspberries, while the strawberry & matcha version was described as essentially "an iced jam doughnut" with high-quality jam but lacking discernible matcha flavor.
The reviewer concluded that the cookies might need to "move over" as there's potentially "a new star in the bakery section," particularly praising the pistachio variety as something "everyone will be racing to get their hands on."
Market Context
This launch comes as M&S continues to expand its food offerings, building on recent successful product introductions. The company appears to be strategically targeting the social media-driven food trend market, where visually appealing and indulgent treats often gain viral attention.
The Dunked N' Loaded doughnuts represent M&S's attempt to capitalize on the American-style bakery trend that has gained significant traction on platforms like TikTok and Instagram, while offering what the company claims are superior quality ingredients and execution compared to existing high street options.
