A Supermarket Bakery Crossover
A new design doing the rounds online proposes a significant drinks-brand crossover for the M&S in-store bakery. The image shows a pack of four ring doughnuts finished with a deep purple, instantly recognisable Vimto-flavoured glaze. A white icing drizzle completes the look.
The packaging format is the standard clear plastic bag used for M&S multipack bakery items. It keeps things simple. The combined branding of the M&S Food logo and the classic Vimto wordmark is placed centrally on the pack’s paper label. The caption that accompanied the image was direct. It read: “M&S Bakery Vimto doughnuts! Yes please!”
The Vimto Flavour Profile
Vimto is a particularly interesting choice for a brand collaboration. It is not a straightforward fruit flavour. The cordial and fizzy drink, first produced in Manchester in 1908, gets its unique taste from a blend of grape, blackcurrant and raspberry, plus a secret mix of herbs and spices. This complex profile is what separates it from simple blackcurrant drinks.
Translating that specific, slightly spiced flavour into a doughnut glaze presents a genuine product development challenge. The goal would be to capture the drink’s distinct character, not just its colour and general fruitiness. It is a very specific taste. A very British one.
Frequently asked questions
- What flavour is Vimto?
- Vimto’s unique flavour comes from a blend of grape, blackcurrant, and raspberry juices, along with a secret, proprietary recipe of herbs and spices. It has been produced in the UK since 1908.
- What kind of doughnuts are shown in the mockup?
- The image shows classic ring doughnuts. They are not filled. The topping consists of a purple glaze, representing the Vimto flavour, and a contrasting white icing drizzle.
- Are M&S Vimto Doughnuts real?
- No, the M&S Vimto Doughnut is a Snackfish. The image is a mockup created by the digital artist UK Snack Attack for entertainment. This product is not for sale 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