After months of eager anticipation and widespread guessing, the secret behind Quality Street's 2025 mystery sweet has finally been unveiled. The brand confirmed on December 30, 2025, that the enigmatic yellow-wrapped treat is, in fact, a Pineapple Creme.
The Big Reveal and Fan Reactions
Quality Street broke the news on Instagram, putting an end to the speculation that began when the limited edition sweet launched in September. Rachael Mundy, marketing manager for gifting and seasonal at Nestlé Confectionery UK & Ireland, explained the thinking behind the secret. "Each year we look forward to bringing a limited edition sweet into the mix to excite and delight Quality Street fans, but this year we took it a step further by keeping the flavour top secret," she said. "It's been so fun hearing everyone's guesses."
It appears many fans had correctly identified the tropical taste. Instagram user @frostingswirls commented "Literally everyone guessed it," on the reveal post. Another, @louisep72, wrote: "Guessed it straight away and loved it. Went back to John Lewis and got a cracker full of them." While pineapple was a frontrunner, other guesses had included lemon, lime, pistachio, and even sweet potato.
A Festive Exclusive with Divided Opinions
The Pineapple Creme has been available exclusively at John Lewis and Waitrose stores as part of the brand's festive pick and mix stations. Shoppers could include it in a bespoke tin alongside the 11 classic flavours, such as The Purple One and Toffee Penny, and the returning Coffee Creme.
Much like its controversial role on pizza, the pineapple flavour sparked a divided response. Many fans were effusive in their praise. "They were delicious," said @maria.hayden, who suggested a summer box dedicated to the flavour. Instagram user @kt30tomlin described it as "so yummy". However, not all feedback was positive, with some critics using vomit emojis and descriptions like "vile" and "disgusting" to convey their distaste.
Where and How to Find It
For those intrigued to try the divisive sweet, time is running out. The Pineapple Creme will only be available at John Lewis until January 2026. The following John Lewis stores have been stocking the mystery flavour:
- Bluewater
- Cambridge
- Cardiff
- Cheadle
- Cribbs Causeway
- Edinburgh
- Glasgow
- High Wycombe
- Kingston
- Leeds
- Leicester
- Liverpool
- Milton Keynes
- Newcastle
- Nottingham
- Oxford Street
- Peter Jones (Solihull)
- Southampton
- Trafford
Shoppers creating personalised tins could also add printed ribbons at selected stores, including Oxford Street, Bluewater, Southampton, Milton Keynes, Liverpool, and Cardiff, to complete their belated festive gifts.
