• M&S has sold over 10,000 Made Without Wheat Gluten Free Colin the Caterpillar cakes in first five days since launch
• New product is result of longstanding relationship with Oldham’s Park Cakes
• Investment in new ‘bakery within a bakery’ with dedicated gluten free production line made possible by M&S’ unique ‘fortress factory’ approach
• One of the most requested products on M&S Food’s social channels
On the outskirts of Oldham in Greater Manchester lies Park Cakes, an M&S “fortress factory” and the partner behind its latest product launch – the Made Without Wheat gluten-free Colin the Caterpillar.
Now available in over 400 M&S stores, M&S has sold over 10,000 of the cakes in the first five days since launching last Wednesday, exceeding expectations.
M&S has seven “fortress factories” across the UK - dedicated sites operated by longstanding suppliers that are focused exclusively on creating M&S products - part of its ongoing commitment to supporting and investing in British suppliers.
The partnerships are designed to fast track the product development process, allowing M&S to innovate at speed. Long term agreements give suppliers the confidence to invest in new technology and facilities.
M&S’ relationship with Park Cakes dates back over 80 years, beginning with Eccles Cakes and now spanning over 200 products, including the iconic original Colin the Caterpillar cake since 1990 – over one million of which are sold every year.
M&S products now account for 85% of the output of Park Cakes’ Oldham site.
For the latest challenge of creating a gluten-free version of its classic Colin the Caterpillar cake, M&S turned to the “fortress supplier” again.
Jessica Budgett and Matthew Haynes from the commercial and concept teams at Park Cakes
After months of working together to perfect the recipe, Park Cakes invested £1.5m alongside a smaller investment from M&S to create a “factory within a factory” – including a brand-new fully enclosed and segregated production line, from baking to packaging, to ensure no cross contamination.
Over 50 Park Cakes colleagues work in the dedicated gluten-free bakery at once and each cake is hand finished to ensure absolute precision ahead of a final quality check.
M&S is expecting to sell over 150,000 each year, however the joint investment with Park Cakes means that capacity in the factory can treble as needed to meet demand.
Alex Freudmann, Managing Director at M&S Food, said: “Innovation is at the heart of everything we do at M&S Food – and our fortress factories give us an edge. We want to excite and surprise customers, while never compromising on quality or taste. By investing in British manufacturing in this way, we’re able to build lasting relationships with our suppliers and support jobs across the supply chain. Demand for gluten-free products is only growing and it’s brilliant that now even more of our customers can enjoy a British icon.”
The new launch has been in high demand from both customers and colleagues. 79% of M&S customers buy gluten free products, for either themselves or family and friends and the product has been the top request across M&S Food’s social channels.*
While over 20 colleagues have also contacted CEO Stuart Machin directly via his Straight to Stuart colleague suggestion scheme to share the idea.
Jason Warner, Commercial Controller at Park Cake Bakeries, added: “When M&S asked us to create a gluten-free version of the one and only Colin the Caterpillar, we couldn’t say no. From building a brand-new production line to trying different ingredients to get the perfect sponge roll, there have been some challenges, but we know customers are going to love it. We’ve grown a real partnership with M&S and that provides us with certainty and security – allowing us to keep investing in the business, taking on these new projects and ultimately, delivering the best possible products we can. 80 years on, seeing the product we helped make on the shelves of M&S is still the best feeling.”
M&S’ Made Without Wheat Gluten Free Colin the Caterpillar is available in 400 M&S stores across the UK (in the Made Without section) and via Ocado.
ENDS
Notes to editors
*M&S Collective panel of over 40k M&S Customers, n = >1,000, November 2024