Nearly half of shoppers have named Marks & Spencer their go-to for picky bits with US-inspired buys and loaded dips coming out on top
Britain’s obsession with picky bits shows no sign of slowing down any time soon, with new research revealing that nearly half of shoppers now consider Marks & Spencer their go-to destination for summer nibbles, grazing platters and picky teas.
To mark National Picky Bits Day this Saturday, 27th June, M&S has officially been crowned the UK’s “Home of Picky Bits” following new YouGov research.
The survey found that 44% of Brits name M&S as their favourite supermarket for picky bits, with 43% of M&S customers enjoying a picky tea at least once a week.
And with the current heatwave, it’s likely we’ll see a further spike.
M&S’ latest launch has proven particularly popular with shoppers this summer, with the Mini Fuet having already sold 132,00 packs, while its Buttermilk Ranch Dip has become a standout success, with 120,000 pots sold.
With the World Cup and the summer of sport, it’s no surprise to see US-inspired buys take centre stage. Best beauty, tech, fashion and homeware Amazon Prime Day deals to shop that’ll save you hundreds
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Loaded dips are also seeing a huge spike as well, thanks to the rise of ‘snackification’, which sees shoppers opting for more elevated options to impress on their grazing platters.
New launches, including M&S’s Topped Mezze Dip and Topped Chicken Dip, are helping to fuel this trend.
Of course, we’re not shocked to see that M&S has come out on top. The supermarket has built a reputation for spotting food trends before anyone else, regularly dropping the kind of products that quickly go viral on social media.
If your feed has featured a “run, don’t walk” supermarket recommendation recently, it’s likely M&S is the cause. Think the Strawberry and Pistachio Cream Sandwich, which dropped this week and is already causing buzz online.
To celebrate the return of National Picky Bits Day, singer Diana Vickers and best friend Chiara “Ki” Hunter have reunited for a brand new version of their viral Picky Bits song, complete with a fun new music video filmed inside an M&S Foodhall.
It seems Britain’s picky bits obsession is only just getting started.
