An Unlikely Crossover
Percy Pig is one of the UK’s most protected confectionery brands. An M&S icon since 1992, its appeal is rooted in a very specific, family-friendly image. WKD, meanwhile, is an entirely different cultural landmark. The blue alcopop is a staple of student unions and provincial nightclubs, synonymous with the kind of night out that ends with a kebab.
A new mockup brings these two worlds together in a single sharing pouch. The design proposes a bag of Percy Pigs flavoured with WKD Blue, a concept that immediately re-positions the sweet for a market it has never previously courted. The accompanying caption, “Imagine these for pre-drinks,” underlines the idea: this is Percy Pig for the over-18s, a shift from a post-shopping treat to a party snack.
The Current Percy Pig Range
The official Percy Pig range has expanded considerably over the years, but has always remained within carefully defined brand boundaries. The core product, M&S Percy Pig Original Veggie Fruit Gums, is the foundation. From there, the variations are mostly about format and friends.
There are M&S Large Percy Pig Fruit Gums for a bigger chew, and M&S Percy Pig Piglet Fruit Gums for a smaller one. Companion characters are introduced in bags of M&S Percy Pig Pals. Seasonal and occasion-based variants like M&S Percy Pig You Give Me Butterflies and M&S Percy Pig Party Time add thematic shapes to the mix. The constant through all of them is the recognisable fruit gum flavour. A WKD Blue edition would be the first time the brand has adopted the flavour profile of another distinct, and very adult, product.
From Drink to Sweet
While a Percy Pig and WKD collaboration seems jarring, the broader trend of drinks crossing over into confectionery is well-established. Soft drinks have been doing it for years, with products like Tango-flavoured sherbet and Vimto-branded gummies being common sights on sweet shop shelves. It gives a known flavour a new format.
The concept of an alcoholic drink flavour is also not entirely new, though it tends to be aimed at a more premium market. We’ve seen gin and tonic flavoured gummies and prosecco truffles become standard gifting fare. The WKD Blue concept sits somewhere between these two trends: a mass-market sweet borrowing the flavour of a mass-market alcopop. It’s a logical, if startling, step in the world of flavour crossovers.
What the real range looks like
The current M&S Percy Pig range focuses on variations in shape and character, including the standard Fruit Gums, Percy Pig Pals, Large Percy Gums, Piglets, and Party Time mixes. A WKD Blue edition would be the first to introduce a flavour based on a branded alcoholic drink, sitting far outside the established fruit-based profile.
- M S Percy Pig Fruit Gums
- M S Percy Pig Pals Fruit Gums
- M S Large Percy Pig Fruit Gums
- M S Percy Pig Piglet Fruit Gums
- M S Percy Pig Party Time Fruit Gums
- M S Percy Pig Original Veggie Fruit Gums
- M S Percy Pig You Give Me Butterflies Fruit Gums
Frequently asked questions
- What flavour is WKD Blue?
- WKD Blue is officially described as having a ‘mixed fruit’ flavour. It’s a caffeinated alcopop known for its distinctive bright blue colour and sweet taste, often associated with raspberry and other blue-coloured fruits.
- Who makes Percy Pig sweets?
- Percy Pig is an own-brand product line exclusive to Marks & Spencer (M&S). The sweets were first sold in 1992 and have since become one of the retailer’s most successful and recognisable food products.
- Are WKD Blue Percy Pigs a real product?
- No, this is a Snackfish. The image of WKD Blue Percy Pig sweets is a mockup created by the online page UK Snack Attack. The product is a design concept and is not for sale anywhere.
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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