A Retro Bakery Concept
This design proposes a four-pack of doughnuts for the Marks & Spencer bakery aisle, housed in the familiar clear plastic packaging used for its in-store treats. The concept merges the supermarket’s branding with the distinctive, jagged logo of the Wham chew bar.
The product itself is a ring doughnut topped with a shockingly bright pink icing and a scattering of multi-coloured sugar crystals. These are intended to mimic the fizzy sherbet pieces found in the classic retro sweet. The caption that accompanied the mockup was direct and to the point: “M&S Wham Bar Doughnuts! Imagine that iconic pink with a fizzy kick!”
An Unlikely Pairing
Supermarket brand collaborations are now a standard part of the UK food scene, but they tend to follow a certain logic. Marks & Spencer, in particular, has a well-defined strategy of expanding its own, exclusive brands. Percy Pig and Colin the Caterpillar are the key examples, spun out from simple sweets and cakes into entire ranges covering everything from juices to homewares. They are M&S properties, through and through.
Partnering with an external brand is less common for the retailer, and the choice of Wham is what makes this concept striking. The chew bar is a product of 1980s tuck shops, known for its aggressive sour raspberry flavour and crackling sherbet. It represents a very different corner of the market from the one M&S typically occupies. The design’s almost neon-pink icing underlines this contrast, a loud colour that stands apart from the store’s usual, more reserved product aesthetic.
Frequently asked questions
- What flavour is a Wham Bar?
- The original Wham Bar is a retro chew sweet, popular in the UK since the 1980s. Its main flavour is raspberry, and it contains small, fizzy sherbet crystals that provide its signature texture and fizz.
- Are these filled doughnuts or ring doughnuts?
- The mockup shows classic ring doughnuts, which are solid dough and typically not filled. All the flavour and texture in this concept comes from the bright pink icing and the crunchy, fizzy topping.
- Where can I buy M&S Wham Bar Doughnuts?
- You can’t. This product is a Snackfish, a piece of fictional packaging design. It is a mockup created by the online artist UK Snack Attack and is not a real M&S product sold in any store.
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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