Brits are getting the ick over ‘dystopian’ new shopping trend at M&S

People are going wild over new M&S cookies (Picture: Matt Cardy/Getty Images) Have you been down to Marks & Spencer lately? If so, you might have noticed something a little unexpected happening in the bakery section.

People have been quite literally lining up to get their hands on the latest cookie launch this week.

M&S released a brand new Milk Chocolate & Cornflake cookie in its Foodhalls on November 4, and every day since then shoppers have been going wild for the sweet treat.

And some people’s behaviour has caused a real stir on social media.

Videos of queues stretching around the store have been shared on TikTok and Instagram, while in other clips customers are rushing to snatch packets as staff load them onto shelves, and some claim to have seen people ‘fighting’ over them too.

While many M&S fans are still desperate to get their hands on ‘the holy grail’ of Marks & Spencer cookies, the craze has been branded ‘diabolical’ by some baffled Brits.

‘You would never see this kind of queue in Tesco. It’s literally just a cookie,’ @randomuser24601_ commented.

‘Definitely [getting] out of hand,’ agreed @shuhena23. ‘The greed is unreal.’

‘This is actually diabolical,’ proclaimed @thenortherncrank.

As @aimeeslcx shared: ‘I went today, saw a little queue for the new ones, and it gave me the ick so bad. Picked up some white choc ones and left.’

And @sophieetc added: ‘This is just so mad because there are so many small businesses and bakeries out there making cookies that taste so much better.’

Others compared it to an episode of Black Mirror, called it ‘dystopian’, and thought ‘it should be studied’.

Not everyone has taken issue with the queues, though, with some claiming they are ‘civilised’ and that the ‘hype’ they’ve created has only made them want to try the cookies more.

‘It worked, I went out just to get it,’ admitted @asmoosy94, as @coops5597 shrugged the trend off, saying: ‘It’s just the thing at the minute. Everyone wants them, and in a few weeks it’ll all slow down. TikTok is very much like this.’

And @creativebygee claimed the queues were ‘worth it’, posting: ‘The [cookies] are f***ing incredible, worth every second waited.’

A number of social media users have attributed the cookie success to the ‘Kathryn Turner effect’.

If you’re not familiar, Kathryn is the director of product development at M&S Food. She’s been working for the retailer since the 90s, but recently started a social media channel sharing product recommendations, and her videos have garnered a massive cult following.

Her recent post about the new cookies has had 2.5 million views on TikTok and thousands more on Instagram.

It’s become a bit of a running joke online that whatever she recommends, people will rush out to buy, and it seems these cookies are no exception.

@l.bl444 responded to the cookie video, saying: ‘“Hi, I’m Kath…” SOLD.’

Similarly, @bee_khan27 commented: ‘At this point, Kat, take my payslip.’

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Metro recently reported on a rumoured ‘cookie shortage’ in the UK, after noticing empty shelves in the bakery ahead of the cornflake cookie launch.

Stock of the milk chocolate, white chocolate, and triple chocolate cookies has been low for a few weeks, with signs in stores saying they’ll be ‘back soon’.

While the new cookies have been available in shops, some of the classics are yet to reappear, with fans wondering when they’ll get their regular fix.

We asked M&S what was going on, and a spokesperson told us: ‘Our freshly baked cookies are a firm favourite with M&S customers, so it’s no surprise they can get snapped up quickly.

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‘They’re baked fresh in our in-store bakeries every day, with our teams working hard to keep up with customer demand.’

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