An Unlikely Brand Combination
Percy Pig is one of the most protected and recognisable brands in the M&S food hall. Its expansion over the years has been prolific, but has largely stayed within its own universe of characters and established flavours. A new design, however, places the character alongside another giant of the UK children’s market: Robinsons Fruit Shoot.
The pouch shows Percy Pigs flavoured with Fruit Shoot’s ‘Juicy Orange & Blackcurrant’ variant. This would be a significant departure from the core flavour profile of the M&S sweet range, which is famously a blend of raspberry, strawberry, cherry, and grape. The proposed partnership brings together two brands that dominate the landscape of school lunchboxes and children’s parties, but from entirely different aisles.
The Percy Pig Range Today
The Percy Pig line has a history of careful iteration. What began as a single bag of fruit gums has become a sprawling family of products, though flavour crossovers with external brands have never been part of the strategy. The core offering, M&S Percy Pig Fruit Gums, is now sold alongside a Veggie version for a fully vegetarian recipe.
Beyond this, the innovation has focused on format and character. Shoppers can find M&S Percy Pig Pals Fruit Gums, featuring Percy’s animal friends, as well as M&S Large Percy Pig Fruit Gums and smaller M&S Percy Pig Piglet Fruit Gums. Seasonal and themed editions are also common, like the M&S Percy Pig You Give Me Butterflies Fruit Gums for Valentine’s Day, or the multi-character M&S Percy Pig Party Time bags. This Fruit Shoot concept is a very different kind of brand extension.
Pouch and Packaging Design
The design itself merges the visual identities of both brands. The familiar Percy Pig pink dominates the 170g sharing pouch, but it’s overlaid with the silver metallic sheen and dynamic fruit splash graphics synonymous with Fruit Shoot bottles. The dual branding is clear, with both the Percy Pig and Fruit Shoot logos given equal prominence at the top of the pack.
Details from the Robinsons drink, like the ‘Made with Real Fruit’ and ‘No Added Sugar’ flashes, are carried over directly onto the confectionery packaging. This suggests a direct port of the drink’s flavour and marketing points into an entirely new format. It’s a complete visual fusion, right down to the orange and purple colour coding for the specific flavours involved.
What the real range looks like
The official M&S Percy Pig range includes the original Fruit Gums, Veggie Fruit Gums, Percy Pig Pals, Piglets, and themed packs like Party Time and You Give Me Butterflies. A brand crossover like Fruit Shoot would be a first for the line, which has historically focused on variations in shape, size, and character rather than co-branded flavours.
- 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 Percy Pig normally?
- The classic M&S Percy Pig flavour is a unique blend of raspberry, strawberry, cherry, and grape juices. The Fruit Shoot version shown here would be a significant departure, focusing on orange and blackcurrant.
- Are there other Percy Pig brand crossovers?
- While the Percy Pig character appears on many M&S products, from bedding to biscuits, the sweets themselves do not currently have any flavour crossovers with other major food and drink brands like Robinsons.
- Are Fruit Shoot Percy Pigs a real product?
- No, it is a Snackfish — a mockup created by UK Snack Attack — and it is not sold 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