Overview

• The new Arctic Colin is described by M&S as a chocolately frozen dessert made from a Belgian chocolate log layered with chocolate sauce and sponge, finished with ganache and sugar‑coated milk‑chocolate beans.
• It is in M&S stores across the UK in the freezer section in a sky‑blue box, with guidance to remove it from the freezer about 40 minutes before serving.
• Social posts from Sweet Treat Reviews UK and shoppers greeted the frozen take with nostalgia and enthusiasm, including comments such as “OMG I want him.”
• Many customers questioned the value at £16, with comparisons drawn to cheaper supermarket caterpillar cakes, including Asda’s versions scanning at £6.97, according to the retailer’s pricing reported by The Sun.
• M&S linked the launch to Colin’s 35th anniversary and said the cake is the guest of honour at almost a million celebrations each year.