It is no secret that Britons love a treat from Marks & Spencer, and the retailer continuously introduces new products in its Foodhalls. With the sun shining, shoppers have been snapping up ice cream, picky bits, and bottles of rosé. However, there is one item many people desperately want but can no longer find: Tubby Toast.
What Was Tubby Toast?
Inspired by the hit children's show Teletubbies, Tubby Toast was the go-to treat for Tinky-Winky, Dipsy, Laa Laa, and Po. It consisted of a round piece of toasted bread with a smiley face, served with bright pink Tubby Custard. Unlike most TV show foods, Tubby Toast became a reality when M&S brought it to life in 1998.
The product was made with croissant dough, and the face was piped on using a flour-and-water paste, similar to the cross on hot cross buns. Kathryn Turner, now director of product development at M&S Food, was the bakery product developer behind the creation. She told Metro that Tubby Toast helped reinvent the humble croissant and quickly became a phenomenon.
“The toasting croissant was convenient, novel, and family-friendly,” she said. “It meant customers could have their morning croissant without switching on the oven. Using Teletubbies branding elevated Tubby Toast from product to phenomenon. It quickly became a staple of children’s breakfasts and birthday parties across the UK.”
Behind the Scenes Challenges
Despite its success, developing Tubby Toast was far from simple. Turner recalled the challenge of perfecting the rounded Tubby face and ensuring the smiley design was consistent. M&S worked with Park Cakes in Oldham to overcome significant technical baking issues. The hard work paid off, with Tubby Toast selling around 70,000 units in its first week at £1.39 per packet.
Nostalgia and Demand for Return
Turner has been reminiscing about Tubby Toast on TikTok, sparking calls for its return. Comments like “I want Tubby Toast” and “Please bring back the Tubby Toast” flooded the platform. On Reddit, users expressed similar sentiments: “I dream of the day I will be able to eat these again. My life will be complete,” wrote one user. Another described the texture: “They were like flat croissants, lightly crisp on the outside, buttery inside, with a smiley face. My mum would toast them, and the outside would be crisp and flaky, while the inside was soft and buttery, borderline gooey dough. It was divine.”
Others recalled being “enamoured” with Tubby Toast as children, refusing to eat anything else. The nostalgic craving has led many to ask M&S to bring it back ASAP.
Could Tubby Toast Return?
When asked about a potential comeback, Turner did not confirm but hinted at the possibility. “Everything we create starts with our customers – how they want to eat, feel, and celebrate summer,” she said. “From Tubby Toast to today’s 500-strong summer pipeline, the customer always sits at the heart of M&S Food product development, whether that’s a 90s TV icon or today’s appetite for nostalgic, joy-led food.”
Turner added that she has been with M&S since 1995, starting as a bakery product developer. “I’ve seen first-hand how our food innovation has evolved. This range showcases the best of M&S Food today, combining decades of expertise with fresh thinking to bring innovation and joy to every table.”
For now, fans can only hope that Tubby Toast will one day grace the shelves again. Given the overwhelming demand, never say never.
