M&S Reports Strong Early Demand for Made Without Wheat Gluten Free Colin the Caterpillar Following National Launch

M&S Reports Strong Early Demand for Made Without Wheat Gluten Free Colin the Caterpillar Following National Launch

(IN BRIEF) M&S has launched a Made Without Wheat Gluten Free version of its iconic Colin the Caterpillar cake, selling over 10,000 units in the first five days and rolling the product out to more than 400 stores nationwide. Developed in partnership with long-standing supplier Park Cakes in Oldham, the launch involved a £1.5 million investment in a dedicated gluten-free “factory within a factory” to prevent cross-contamination and ensure quality, with over 50 staff working on the specialist production line. M&S expects annual sales to exceed 150,000 cakes, with the ability to scale up production if demand increases, and the launch reflects the retailer’s fortress factory model, commitment to British manufacturing, and response to growing customer demand for gluten-free products. Senior leaders from both M&S and Park Cakes highlighted the strength of their partnership, while customer feedback and internal colleague suggestions indicate strong enthusiasm for the new product.

(PRESS RELEASE) LONDON, 4-Feb-2026 — /EuropaWire/ — M&S has reported strong early demand for its new Made Without Wheat Gluten Free Colin the Caterpillar cake, with more than 10,000 units sold in the first five days following launch. The product, now available in over 400 M&S stores nationwide, has significantly outperformed initial expectations and reflects the retailer’s continued investment in innovation and British manufacturing.

The cake has been developed in partnership with Park Cakes in Oldham, Greater Manchester – one of M&S’s seven “fortress factories.” These dedicated production sites, run by long-standing supplier partners, are exclusively focused on manufacturing M&S products and play a central role in the retailer’s strategy to support domestic suppliers while accelerating product development.

M&S’s relationship with Park Cakes spans more than eight decades, beginning with Eccles Cakes and now covering over 200 different products. The partnership has included production of the original Colin the Caterpillar cake since 1990, with over one million of the classic version sold annually. Today, M&S products account for around 85% of Park Cakes’ output at its Oldham facility.

To develop a gluten-free version of the iconic caterpillar cake, M&S again worked closely with Park Cakes. Following months of collaborative recipe testing, Park Cakes invested £1.5 million – alongside a smaller contribution from M&S – to create a dedicated “bakery within a bakery.” This included a fully enclosed, segregated gluten-free production line covering every stage from baking to packaging, designed to eliminate any risk of cross-contamination.

More than 50 Park Cakes colleagues now work within the specialist gluten-free bakery at any one time, with each cake hand-finished before undergoing a final quality inspection. While M&S anticipates annual sales of over 150,000 cakes, the new facility has been designed with flexibility in mind, allowing production capacity to be increased up to threefold if customer demand continues to rise.

Alex Freudmann, Managing Director of M&S Food, said that innovation remains central to the company’s food strategy and that its fortress factory model provides a competitive advantage. He highlighted that long-term investment in British manufacturing strengthens supplier relationships, supports jobs, and enables M&S to respond quickly to changing consumer preferences, particularly as demand for gluten-free products continues to grow.

Customer interest in the new product has been exceptionally high. According to M&S research, 79% of customers purchase gluten-free items either for themselves or for others, and the gluten-free Colin the Caterpillar has been the most requested product on M&S Food’s social media channels. Internally, more than 20 M&S colleagues also contacted CEO Stuart Machin through the “Straight to Stuart” suggestion scheme to advocate for the launch.

Jason Warner, Commercial Controller at Park Cake Bakeries, described the project as both challenging and rewarding. He explained that developing the gluten-free version required building new facilities and experimenting with different ingredients to achieve the desired taste and texture. Warner emphasised that the long-standing partnership with M&S provides stability and confidence for Park Cakes to continue investing in new capabilities and delivering high-quality products.

The Made Without Wheat Gluten Free Colin the Caterpillar cake is now available in the Made Without section of 400 M&S stores across the UK, as well as through Ocado.

ENDS 
Notes to editors 
*M&S Collective panel of over 40k M&S Customers, n = >1,000, November 2024

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SOURCE: Marks and Spencer