Americans Are Discovering M&S’s Percy Pigs

Since launching as a humble gummy sweet back in 1992, Percy Pig has become M&S’s most famous asset – and a cult figure in British food. Yet in America, the joy of Percy is only just being discovered. At the end of March, the pig-shaped sweet launched in Target stores and online in the United States, prompting a TikTok trend of taste tests. But will President Trump’s new tariffs on imports threaten Percy’s American adventure?

Inside The Cult Of Percy Pigs

When Percy Pigs first launched in M&S 30 years ago, there was some confusion among shoppers. Why were these sweets shaped like pigs? And did they taste like bacon? But pretty quickly, Percy garnered a fanbase, sparking an ever-growing line of products. The sweets remain the hero, though, selling over 200 million packets every year, which equates to 38 bags per minute. Along the way, they have acquired a string of celebrity fans, with Adele, Olivia Rodrigo, Tom Holland and Rami Malek all sharing their love for the pink treat.

What Are Percy Pigs?

Percy Pigs are a type of British gummy sweet created by M&S, beloved for their distinct fruity flavour – moreish and sweet, without being sickly. Made with juice, the original sweet is a blend of raspberry, grape, elderberry, blackcurrant and mandarin, with a soft, chewy texture. Although the sweets taste very similar to how they did back in the ‘90s, the recipe changed in 2011 to remove the pork gelatine (a common ingredient in sweets), making them vegetarian-friendly. 

Percy is no longer the only pig in the farmyard family either: there’s also Penny, his lemon-flavoured wife, Candice, a cola-flavoured cow, and Sharon, an orange-flavoured sheep. You can try this lot in a pack of Percy Pig & Pals, while other variations include Percy Pig Piglets, smaller, flavoured gummies, and Phizzy Piglets, a fizzy version. Last year, fan favourite the Reversy Percy made a comeback after being axed years prior – a backwards version of the sweet, which features more jelly than foam.

And the sweets aren’t even the half of it. The Percy Pig product line also includes biscuits, ice lollies, party sprinkles, cookies and juice drinks. It has also expanded outside of food, with Percy and his friends featuring on bed linen, party plates and tablecloths. 

 

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Can You Get Percy Pigs In The US?

Yes, Percy Pigs are now available to buy in America. The British sweets launched in Target and online on 30 March 2025, with M&S chairman Archie Norman describing it as ‘our gift to America’. However, Norman has also said the company might soon have to change its mind as new tariffs could result in higher prices, making Percy less popular with his new American audience. These comments were made last week, just before Trump announced the 10 percent tariff on all goods imported from the UK. Could this mean Percy’s American adventure has to be cut short? We’ll have to wait and see, but for now the piggy-shaped sweets are having their Stateside moment.