Percy Pigs candy: how Marks and Spencer built a cult snack

Percy Pigs from Marks and Spencer have grown from a niche UK gummy into a cult candy with growing appeal among US travelers and online shoppers. Here is how the chewy pig-shaped sweets fit into modern snacking trends.

Percy Pigs are fruit-flavored gummy candies from Marks and Spencer that have become one of the retailer's signature food products, according to its own brand history materials Marks and Spencer, 09/01/2023.

Updated: 05/17/2026 | Reading time: approx. 10 minutes

By the AD HOC NEWS editorial team - specialized in product-led market coverage.

At a Glance

• Product: Percy Pigs
• Category: Fruit-flavored gummy candy
• Brand/Manufacturer: Marks and Spencer
• Main Use Cases: Everyday snacking and gifting
• Availability: Primarily sold in Marks and Spencer stores and selected online channels
• Key Markets: United Kingdom and international travelers

What Percy Pigs Is and How It Works

Percy Pigs are soft, pig-shaped gummy sweets with fruit flavors and a chewy texture, sold under the Marks and Spencer own brand line Marks and Spencer, 08/15/2023.

The product is part of the wider Marks and Spencer confectionery range, with packaging that typically features the Percy character on bright pink bags, as shown in the retailer's food catalog and online store presentation Marks and Spencer, 08/15/2023.

Marks and Spencer positions Percy Pigs as a branded treat within its grocery assortment, alongside biscuits, chocolates, and other candies, according to its corporate food range overview Marks and Spencer, 09/01/2023.

Why Percy Pigs Matters for Consumers and Industry

Percy Pigs illustrate how a retailer-owned candy brand can develop a distinct identity with characters, themed packaging, and seasonal variations, a trend highlighted in coverage of private-label innovation in confectionery Financial Times, 03/10/2023.

Retail-branded snacks like Percy Pigs allow chains to differentiate their food aisles and build loyalty beyond price alone, according to analysis of supermarket brands in the UK grocery market The Grocer, 04/05/2023.

For consumers, Percy Pigs combine familiar gummy candy formats with a recognizable character and consistent quality standards set by the Marks and Spencer food team, as described in the company's own-brand quality policy Marks and Spencer, 09/01/2023.

Percy Pigs in the US and Global Market

While Percy Pigs are most closely associated with the UK high street, they can reach US-based consumers through international travel retail, specialty import shops, and cross-border e-commerce, according to coverage of British confectionery exports BBC, 03/24/2022.

US candy buyers are already familiar with chewy, fruit-flavored gummies as a mainstream category, and imported novelty brands such as UK sweets often appear in specialty and online channels, as noted in a review of global candy offerings in US stores Candy Industry, 06/15/2023.

Marks and Spencer has emphasized food as a driver of its international brand recognition, including through franchise and travel locations, which can expose more overseas shoppers to Percy Pigs in airports and selected partner stores Marks and Spencer, 05/24/2023.

• Soft, fruit-flavored gummy texture
• Pig-shaped pieces with character branding
• Retailer-owned brand within Marks and Spencer food aisles
• Appeal to both children and adults as an indulgent snack
• Commonly purchased as treats, gifts, or travel snacks

Frequently Asked Questions About Percy Pigs

Are Percy Pigs available in the United States?
Marks and Spencer does not operate full-line US stores, so Percy Pigs mainly reach US shoppers through travel, imports, and online sellers rather than national grocery distribution Marks and Spencer, 09/01/2023.

What type of candy are Percy Pigs?
Percy Pigs are soft, fruit-flavored gummy candies sold in bags under the Marks and Spencer own brand confectionery range Marks and Spencer, 08/15/2023.

Who makes Percy Pigs?
Percy Pigs are developed and marketed by Marks and Spencer as part of its private-label food portfolio, using external manufacturing partners that work to the retailer's quality standards Marks and Spencer, 09/01/2023.

Marks and Spencer plc is the company behind Percy Pigs, and it highlights the candy as part of its wider food brand strategy in corporate materials Marks and Spencer, 05/24/2023.

Marks and Spencer shares trade on the London Stock Exchange under the ticker MKS, and the company has issued securities with the ISIN GB0031274896 in capital markets filings London Stock Exchange, 05/24/2023.

Disclaimer: This article does not constitute investment advice. Stocks are volatile financial instruments.