M&S Answers Fan Demand with Gluten-Free Colin the Caterpillar Cake
In a move that has delighted loyal customers, Marks & Spencer is launching a gluten-free version of its beloved Colin the Caterpillar cake. This new addition to the iconic range comes after years of social media requests and represents the supermarket's most requested product ever on platforms like Instagram.
A Long-Awaited Innovation
The gluten-free Colin the Caterpillar cake will be available from Wednesday, January 28, 2026, retailing at £9.50 – the same price as the original version. This pricing strategy marks a significant departure from typical free-from products, which often carry premium price tags due to specialised production requirements.
M&S has managed to keep costs consistent despite the challenges of gluten-free manufacturing. The cake features an extremely chocolatey sponge filled with rich chocolate buttercream, all enveloped in silky milk chocolate and decorated with white chocolate features and sugar-coated chocolate beans.
Meeting Customer Needs
The demand for this product has been substantial, with M&S research revealing that 79% of their customers purchase gluten-free products. These purchases are made for personal consumption (35%), family members (22%), or friends (16%).
Social media has been buzzing with requests for a gluten-free version, with comments on M&S's Instagram posts specifically asking for a "gluten-free cousin" to join the caterpillar family. One user pleaded: "Gluten free Colin would be amazing please," highlighting the pent-up demand within the coeliac and gluten-free community.
Why It Took Five Years
Despite customer requests spanning several years, M&S faced specific challenges in bringing this product to market. A company spokesperson explained: "It's been part of our plan for more than five years, however from the beginning we were keen for our Gluten Free Colin cake to be made at the same supplier who has been making the original Colin cake for over 35 years."
The delay resulted from necessary infrastructure investments. The supplier needed to establish a dedicated production facility with equipment exclusively for gluten-free products to eliminate any risk of cross-contamination. This ensures the cake is safe for coeliacs while maintaining M&S's quality standards.
"Since investing in this facility, our supplier has been working for over a year to perfect the recipe without compromising on M&S quality and flavour," the spokesperson added.
Taste Test Verdict
Initial reviews suggest M&S has succeeded in creating a product that closely mirrors the original. The gluten-free version reportedly features a divine chocolate coating, moist buttercream, and bouncy sponge that many would struggle to distinguish from the traditional cake.
In blind taste tests conducted with Metro employees, five out of seven participants correctly identified the gluten-free version, though all agreed both cakes were delicious. Food writer Courtney Pochin noted: "If someone handed me a slice of the gluten-free Colin at a party, I'd be absolutely none the wiser; that's how strikingly similar these two cakes are."
She observed subtle texture differences, with the original having a slightly lighter sponge while the gluten-free version exhibits a marginally grainier texture. However, she emphasised that the overall flavour remains "spot on" – familiar, nostalgic, and thoroughly chocolatey.
A Celebration Cake First
This launch represents more than just another product extension – it's the only gluten-free, rolled sponge celebration cake currently available on the British high street. For the coeliac community, it means finally being able to participate fully in birthday celebrations and special occasions without compromise.
The equal pricing strategy has been particularly welcomed, as gluten-free products typically cost more due to smaller production scales and more expensive ingredients. M&S's decision to absorb these additional costs represents a significant commitment to accessibility and inclusion.
As one reviewer summarised: "I can finally have my cake and eat it, too." This sentiment captures the emotional significance of this launch for those who have previously missed out on enjoying this British retail icon.
