While the last of the Christmas chocolates are being cleared from supermarket shelves, Marks & Spencer has already moved on to the next romantic holiday, unveiling a new Valentine's Day treat that is raising eyebrows and eliciting giggles from shoppers.
A Cheeky New Addition to the Seasonal Range
The retailer, known for its playful approach to seasonal confectionery, has introduced a milk chocolate bar named 'You Tickle My Pickle'. The product, shaped unmistakably like a pickle, is posed in what many have described as a sultry, reclining position, inviting comparisons to famous artistic poses.
The chocolate character is finished with pink-tinted white chocolate cheeks and dark chocolate eyes. M&S describes it as a 'feel-good' and 'charming' treat designed for your 'Valentine, Palatine or Galentine'.
Shoppers React with Amusement
The launch, spotted in stores in early January 2026, has generated a significant reaction on social media. Many fans have praised M&S's bold humour.
Becky Nicholls declared it 'Another reason why M&S is the best shop ever', while Joanne Rowland joked on Facebook about anticipating the reaction from critics. On TikTok, user @the.trolley.edit celebrated the launch, posting: 'Killing it as always!! You tickle my pickle!'
However, not all interpretations were romantic. Some shoppers, like Emmie Wood and Emma Fallon, commented that the shape bore a closer resemblance to something far less amorous.
Why Seasonal Stock Appears So Early
The appearance of Valentine's and even Easter items just after Christmas is a deliberate retail strategy. Psychotherapist Kamalyn Kaur explains that shops introduce seasonal goods well in advance to create a sense of anticipation and urgency.
'Seeing seasonal treats displayed can serve as a visual or subconscious reminder of the event, which can encourage people to start planning their celebrations well in advance,' Kaur told Metro. She added that early displays or promotional pricing can make consumers fear missing out, prompting earlier purchases.
Alongside the pickle bar, M&S has revealed other Valentine's treats for 2026, including a Pistachio Heart, Love Heart Cupcakes, and Choco Cherry Mallow Whips. The retailer has also launched early Easter items, such as an egg version of its Big Daddy chocolate bar.
The exact price for the 'You Tickle My Pickle' chocolate is yet to be confirmed, but it is already proving to be one of the most talked-about seasonal launches of the year.
