A Famous Flavour in the Bakery Aisle
The combination of a major supermarket’s in-store bakery with a legendary confectionery brand is always a powerful proposition. This mockup places one of the most distinctive flavours from the UK sweet shop squarely into the M&S food hall: the Caramac doughnut.
Presented in the familiar clear-lidded, black-based plastic tray of supermarket fresh bakery items, this concept is for a four-pack of ring doughnuts. The branding is pure M&S house style, from the typeface to the clean product description on the paper sleeve: ‘Deliciously sweet doughnuts with a caramel flavour glaze, topped with Caramac pieces’. It’s a straightforward idea, executed to look exactly like a real product you might pick up with the weekly shop.
The Caramac Proposition
Caramac has always been a category of one. It is not caramel chocolate, nor is it white chocolate. It’s a caramel-flavoured bar, with a unique sweetness and a pale, buttery yellow colour. Its defining characteristic is the absence of cocoa solids, which puts it in a class of its own. Using it as a glaze and a topping for a soft doughnut is a logical extension, pairing a classic bakery format with a very specific, nostalgic flavour.
The timing of this concept adds another layer. Nestlé officially discontinued the Caramac bar in November 2023, ending a 64-year production run. This makes the idea of a new Caramac collaboration particularly poignant. Any new product launch would now be impossible without a major U-turn from the manufacturer, turning this particular ‘what if’ into a tribute to a retired classic.
Frequently asked questions
- What are the M&S Caramac Doughnuts shown in the picture?
- The image shows a concept for a four-pack of fresh ring doughnuts. The product is imagined with a caramel-flavour glaze and a topping of broken Caramac pieces, branded in the style of the M&S in-store bakery range.
- Has the Caramac bar been discontinued in the UK?
- Yes. In November 2023, Nestlé confirmed that it was ceasing production of the Caramac bar due to a steady decline in sales. The bar had been on sale since 1959.
- Are M&S Caramac Doughnuts real?
- No, this product is a Snackfish. It is a mockup image and piece of concept art created by the online design page UK Snack Attack. It is not a real product and is not sold in M&S or anywhere else.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI