M&S last week started legal action against Aldi with the claim that the discount retailer’s Cuthbert the Caterpillar infringes its trademark. M&S has said that it wants to protect its Colin the Caterpillar product, as well as its reputation, for “freshness, quality, innovation and value”.
The new product was shared on the New Foods UK Facebook page.
A caption above the post displaying an image of the biscuits said: “New Colin the Caterpillar Button Biscuits! Chocolate biscuits with a white chocolate filling! Not bad for £1 – you get five packs of two.”
The post received more than a thousand likes and hundreds of comments.
However, opinions on the new product were divided.
Some customers joked that Colin the Caterpillar was unrecognisable, while others couldn’t help themselves from mentioning Cuthbert.
One Facebook user wrote: “They don’t even look like caterpillars! At least Aldi’s cake rip off resembles one. This is just a random Marks’ product trading on Colin’s name. I’m sure he never wanted all this drama.”
Another person wrote: “I cannot wait for the Cuthbert version at Aldi.”
One person added: “Aldi and other stores, can’t wait to see your response to these.”
Another person wrote: “Mmmmmmmmm they look tasty.”
“These look incredible!” another commenter added.
M&S and Aldi are not the only supermarkets currently selling caterpillar cakes – Calli the Caterpillar is sold at Tesco, Wiggles the Caterpillar at Sainsbury’s, Cecil the Caterpillar at Waitrose, Charlie the Caterpillar at Co-op, and Clyde the Caterpillar is available at Asda.
This week, consumer group Which? took a taste test to discover which caterpillar cake is the best and most delicious version, making sure to include M&S’ Colin in the competition.
Aldi’s Cuthbert could not participate due to it being a seasonal product and it is not currently in stock.
Surprisingly, judges at Which? found that Co-op’s Charlie the Caterpillar was the clear winner, being “easily and obviously the best”.