Birthday sandwiches to cookies: Every unhinged supermarket attempt at going viral, ranked

Nothing boosts sales more than a good viral video. And it’s no surprise that UK supermarkets have tried to create a bit of a buzz online. Get the rival supermarkets in on it and watch the money start to roll in. There have been some pretty successful attempts at getting some likes, so here is a quick roundup of the best viral moments from UK supermarkets, ranked from the least memorable attempts to the most top-tier moments.

5. Lidl’s TikTok Shop bundle

@lidlgb

Your protein game just levelled up 💪 Our exclusive high protein bundle drops on TikTok Shop on 20th February at 9am, for just £5! Set your alarms 👀 #fyp #proteinsnacks #gymtok

♬ original sound – LidlGB

Earlier this year, Lidl decided to expand its audience even further by launching an exclusive drop of high-protein product bundles. This bundle could only be purchased on TikTok Shop for £5, and the drop sold out within 18 minutes. It contained items such as protein powder, Lidl merch and other high-protein snacks

All proceeds were donated to the NSPCC, giving the drop more of a feel-good angle beyond its social shopping appeal. This offer, paired with the charity boost, and easy access through TikTok Shop made this move absolutely flawless. Lidl hadalso  effortlessly become the first supermarket to leverage TikTok shop. Very cool Lidl! But, I would argue, not as cool as some of the other things in this list.

4. M&S Loaded Cookies

@touchdalight

they came out today and already sold out everywhere 😂 #marksandspencer #cookie #foodreview

♬ Club Penguin Pizza Parlor – Cozy Penguin

Crumbl became such a big hit in the US that influencers (and myself included) were upset that there was no equivalent here in the UK. Until M&S decided to take the wheel and launch its “Chunked N’ Loaded” cookie range. There are three flavours: Raspberry Cheesecake, Chocolate and Hazelnut, and Pistachio.

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TikTokers and Instagrammers posted their first-bite reviews and ranking their favourites, and yep, that only made it trend harder. Other publications spotlighted them as the latest must-try sweet treat. Many influencers are comparing them to Crumbl in the US and many believe that they may even be better. M&S took hold of a trending idea in the US and brought it across the pond.

With the cookies starting at £2 each, they are the latest must have for the sweet-toothed!

3. M&S’ Strawberry Sando

@emiiyjade

Trying the M&S Strawberry Sando🍓🥛🥪 the best thing they’ve ever released, strawberries & cream in brioche bread😭😍😍😍 #strawberrysando #sando #strawberry #strawberriesandcream #mands #marksandspencer #viral #newfooduk #newfoods #newin #food #foodreview #review #tastetest #sandwich #trying #fyp #foryoupage #newfoodfindsuk @M&S Food

♬ original sound – emily jade

M&S seems to be responsible for a few of the most recent food crazes! One of which includes the viral Strawberry Sando. Inspired by a Japanese snack, the Strawberry Sando was released in June 2025, just in time for Wimbledon. The dessert took TikTok by storm, and stores across the country were quickly sold out.

Made with sweetened bread, red diamond strawberries and whipped cream, the dessert sold for £2.80 for one slice, which did garner some criticism. Many said that the price was far too steep for just one slice. However, this did not stop the sell-out of the Sando across the country, and many positive reviews across social media.

M&S has recently announced that they will be available while stocks last, and has not given an official discontinue date. But people are still seem keen for it to return next year.

2. Tesco’s Birthday Cake Sandwich

@caitlinann_

If you saw the video i posted before this… no you didnt 😳

♬ original sound – Caitlin

Following from M&S’ sandwich craze, it seems that Tesco has stepped it up a notch. Made with sweet brioche bread, vanilla frosting, jam, and sprinkles, Tesco released the Birthday Cake sandwich on August 5th, with the inscription “Get it while you can” on the side of the box.

Many people flocked to stores to buy this viral dessert, selling at £3, following onto TikTok with hundreds of reviews over the sweet dessert.

I see nothing wrong with a bit of cake, hence why this one is so far up on the list!

1. Colin the Caterpillar Saga: M&S vs Aldi vs Tesco

@beardedgamer91

Aldi admin needs a payrise 😂😂 #aldi #freecuthbert #marksandspencer #beef #micdrop #AreYouReadyToWear #FreshWearSpin #cuthbert

♬ Oh No, Oh No, Oh No No No Song – Tiktok Remix – Tik tok

Finally, the one you’ve been waiting for. There is nothing more iconic than the Colin the Caterpillar debate between M&S, Aldi and Tesco, which completely took the internet by storm. Let me break it down for you.

M&S owns the trademark for Colin the Caterpillar, a chocolate swiss-roll style cake that is iconic for its chocolate coating, Smartie-style decorations and cute cartoon face. It is an absolute staple at British birthdays, and is a bit of a nostalgic national treasure.

Then in April 2021, M&S filed a legal complaint about Aldi’s Cuthbert the Caterpillar, claiming that it infringed on their trademark.

The social media admin for Aldi absolutely ran with this, turning the legal battle into a social media goldmine. They started a hashtag of #FreeCuthbert and published tweets mocking M&S such as “This is not just any court case… This is @MarksandSpencer court case.”

Tesco was then dragged into the drama, with the public comparing their cake, Curly, to both Colin and Cuthbert, and the social media craze ensued.

In the end, the supermarkets confidentially settled the case, and Aldi agreed to re-release Cuthbert, but with a few minor tweaks, delighting fans with some nostalgic social media buzz and jokes about his return from “banishment.”

This makes it the most iconic viral attempt in UK supermarket history, where the satire and the legal issues came together to take the internet by storm.

Featured image via TikTok @emiiyjade and @costoflivingcrisistips