A Co-Brand Power Couple
Colin the Caterpillar is more than a cake. It’s a British cultural institution, the default centrepiece for office birthdays and children’s parties since its launch by Marks & Spencer in 1990. The core chocolate roll cake has spawned an entire ecosystem of related products, from his companion Connie and a whole cast of seasonal friends to mini rolls, gummy sweets, and even ceramic planters. He is one of the most protected and recognisable characters in UK retail, to the point of M&S launching legal action against imitators.
Separately, Lotus Biscoff has undergone its own transformation. Once known primarily as the single-wrapped biscuit served with coffee, the brand has exploded into a global flavour phenomenon. The distinctive caramelised taste of its speculoos biscuits is now a core ingredient, available as a spread, a sauce, and a crumble. It features as a guest star in everything from Krispy Kreme doughnuts to McDonald’s McFlurry toppings. For many brands, adding a Biscoff variant has become a reliable way to signal an awareness of current food trends. A collaboration between these two giants feels almost inevitable, combining a nostalgic character with a modern flavour obsession.
A Shift in Format
The proposed format is a tub, a departure from the existing frozen Colin product. M&S already sells Colin the Caterpillar ice cream lollies, which feature a chocolate ice cream centre, milk chocolate coating, and the familiar white chocolate face. A large-format tub would put Colin in direct competition with established players like Ben & Jerry’s and Häagen-Dazs, moving him from a novelty handheld treat to a proper sofa snack intended for sharing. This shift in format is significant.
The mockup, shared online with the caption “That salted caramel core looks unreal!”, shows how the Biscoff element would be integrated. The packaging promises a “Lotus Biscoff Crumble” mixed into the ice cream, adding texture alongside the flavour. The cross-section diagram also highlights a “Salted Caramel Core,” a feature popularised by premium ice cream brands and a clear signifier of an indulgent product. The design cleverly uses Colin’s familiar green branding and face but integrates the iconic red and white of the Lotus Biscoff logo, making the partnership clear from a single glance at the freezer door. It’s a textbook example of modern co-branding.
A Logical Flavour Pairing
The flavour profile itself makes complete sense. Colin is fundamentally a chocolate and vanilla proposition, a simple and effective combination that has worked for over thirty years. The introduction of Lotus Biscoff’s caramelised, lightly spiced notes would complement the existing chocolate base without overpowering it. The salted caramel core then acts as a bridge between the two.
It’s a far cry from some of the more outlandish flavour concepts that circulate online. This isn’t a jarring combination designed purely for shock value; it’s a commercially astute idea that builds on the strengths of both brands. It takes a beloved, family-friendly character and pairs him with a flavour that has captured the adult snacking market. The result is a product concept that feels plausible and, to many observers, highly desirable.
Frequently asked questions
- Is there a real Colin the Caterpillar ice cream?
- Yes, M&S currently sells Colin the Caterpillar Ice Cream Lollies. They are made of chocolate ice cream, coated in milk chocolate with chocolate sprinkles, and feature Colin’s signature white chocolate face.
- What is Lotus Biscoff flavour?
- Lotus Biscoff is the brand name for a type of speculoos biscuit, which has a distinct caramelised, slightly spiced flavour. The flavour is now widely used as an ingredient in desserts, spreads, and other confectionery.
- Is Colin the Caterpillar Biscoff Crumble ice cream real?
- No, this is a Snackfish. The image is a mockup created by the design page UK Snack Attack and is not a real M&S product. It is not on 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