Marks & Spencer’s 2025 Valentine’s Day chocolate range has sparked a flurry of reactions, ranging from amusement to disapproval, with its playful and suggestive offerings. The centerpiece of the collection is the “You’re Appealing” milk chocolate banana, filled with butterscotch biscuits. This particular item has divided shoppers, with some finding it amusing and others deeming it tacky. The criticism centers not only on the shape but also the flavor combination, with some questioning the logic of butterscotch filling in a banana-shaped chocolate. However, the banana is not the only item causing a stir; a solid milk chocolate Cupid’s arrow, aptly named “Love Struck,” has also raised eyebrows, with comparisons being drawn to products typically found in adult stores. The overall tone of the collection is undeniably cheeky, prompting discussions online about M&S’s marketing strategy and target audience.
This is not the first time M&S has courted controversy with its Valentine’s Day range. Last year’s collection featured chocolates shaped like lips, a cherry, a peach, and most notably, an aubergine. While seemingly innocent, the aubergine, and to some extent the peach, carry suggestive connotations in modern online communication, particularly through emojis. The accompanying marketing campaign further amplified the innuendo, featuring a woman sensually enjoying the chocolates amidst red silk sheets. The Instagram video promoting the range was laden with double entendres, explicitly acknowledging the “naughtiness” of the collection. This bold approach garnered a mixed response, with some appreciating the humor while others felt it was inappropriate.
The 2025 collection continues this trend of playful suggestiveness, evident in the “You’re Appealing” banana and the “Love Struck” arrow. These items, while not explicitly explicit, clearly play on themes of attraction and desire. The reactions online mirror those of the previous year, highlighting a divide between shoppers who embrace the humor and those who find it crass. The debate surrounding these products touches on broader questions of marketing ethics, brand image, and the evolving nature of consumer expectations.
Beyond the controversial chocolates, M&S offers practical advice for budget-conscious shoppers. Their tips include creating a shopping list, setting a budget, avoiding shopping on an empty stomach, opting for whole fruits and vegetables over pre-chopped versions, and utilizing social media and loyalty cards to access deals and discounts. These recommendations aim to help consumers navigate the rising cost of groceries, encouraging mindful spending habits.
In other M&S news, the company has launched a clothing-only store, a first in its nearly century-long history. Located in London’s Battersea Power Station, the store focuses on premium lines and beauty products, reflecting a recent boost in fashion sales. This trial represents a significant shift for M&S, traditionally known for its combined food and clothing offerings. The success of this venture could lead to the opening of more clothing-only stores nationwide, signifying a potential evolution in the company’s retail strategy. The move suggests a focus on adapting to changing consumer preferences and exploring new avenues for growth within the fashion market.
This clothing-only store sits alongside an existing M&S food hall at Battersea Power Station, demonstrating the company’s multifaceted approach to retail. The decision to separate clothing and food offerings in this location could provide valuable insights into consumer behavior and inform future expansion plans. The focus on premium lines in the clothing store might indicate a strategy to target a more discerning customer base and elevate the brand’s fashion image. The outcome of this trial will be closely watched by industry analysts, as it could signal a broader trend in retail towards specialized stores and a move away from the traditional department store model.
