Forgotten M&S item from the 90s people say was ‘divine’ and should return

Do you remember this M&S throwback? (Photo by Peter Macdiarmid/Getty Images)

It’s no secret that we love an M&S treat, and the retailer is constantly coming out with new products in its Foodhalls.

Currently, with the sun out, shoppers have been racing to snap up ice cream, picky bits, and a bottle of something yummy, with rosé flying off the shelves.

But there’s one item many people have been desperate to get their hands on. Tragically, though, it no longer exists.

Brits have been begging Marks & Spencer to bring back a forgotten favourite from the 1990s: Tubby Toast.

Do you remember it?

The product flew off the shelves in M&S in the 90s (Picture: M&S)

What was Tubby Toast?

Inspired by the hit children’s show, Teletubbies, the foodie treat featured on the programme and was the go-to treat for Tinky-Winky, Dipsy, Laa Laa and Po.

For those unfamiliar, it’s a round piece of toasted bread with a smiley face on it, and would be served with a bright pink Tubby Custard.

And while most food seen in shows stays on the screen, Tubby Toast actually became a reality, as M&S brought it to life.

The product was made with croissant dough, and the face was piped on with a flour-and-water paste – the same kind used to put a cross on top of hot cross buns.

The retailer’s Tubby Toast was first created at the end of 1997 and launched in stores three months later in January 1998.

One of the masterminds behind it was Kathryn Turner, who was a bakery product developer at the time, but is now the director of product development.

Kathryn claims the development of Tubby Toast helped to ‘reinvent’ the humble croissant, and it quickly became a ‘phenomenon’.

‘The toasting croissant was convenient, novel, and family-friendly,’ she tells Metro. ‘It meant customers could have their morning croissant without switching on the oven.

‘Using Teletubbies branding elevated Tubby Toast from product to phenomenon. It quickly became a staple of children’s breakfasts and birthday parties across the UK.’

But behind the scenes, things were ‘far from simple’.

Kathryn recalls the challenge of perfecting the rounded, Tubby face and ensuring the smiley design was consistent. 

M&S ended up working with Park Cakes in Oldham to overcome significant technical challenges when baking.

But the hard work paid off, with the Tubby Toast becoming a huge success, selling around 70,000 units in its first week, with packets priced at £1.39 each.

Kathryn has been reminiscing about Tubby Toast on TikTok, where she’s taking Brits behind the scenes at M&S, to show how new launches are made.

And it’s prompted people to say it needs to be ‘brought back ASAP’.

On TikTok, @Lulu_Electrical replied: ‘I want Tubby Toast.’

While Kennedy Transport Aberdeen shared: ‘Pls bring back the Tubby Toast, thx.’

Over on Reddit, people were equally keen to see the product return, with u/sallarrieye proclaiming: ‘I dream of the day I will be able to eat these again. My life will be complete.’

Similarly, u/kiddo8919 shared: ‘I really crave these still. So they were like flat croissants, they were lightly crisp on the outside, and buttery on the inside. They had a little smiley face – eyes and mouth – that was lighter than the rest of the pastry, [which] I personally remember as almost being ever so slightly cheesy?

‘My mum would toast them, and the outside would be crisp and flaky, and the inside would be so soft and buttery, it was borderline gooey dough, which sounds odd, but it was divine.’

Others recalled Tubby Toast being ‘delicious’, said they had been ‘enamoured’ with it as kids and ‘refused to eat anything else’.

Could we ever see Tubby Toast make a comeback at M&S?

Kathryn didn’t confirm, but she did tell Metro that the strategy at M&S is all about giving the people what they want. So I guess, never say never…

‘I’ve been at M&S since 1995, starting my career in the bakery as a product developer, so I’ve seen first-hand how our food innovation has evolved.

‘Everything we create starts with our customers – how they want to eat, feel and celebrate summer. This range showcases the best of M&S Food today, combining decades of expertise with fresh thinking to bring innovation and joy to every table.’

She added: ‘From Tubby Toast to today’s 500-strong summer pipeline, the customer always sits at the heart of M&S Food product development, whether that’s a 90s TV icon or today’s appetite for nostalgic, joy-led food.’

Do you have a story to share?

Get in touch by emailing [email protected].

Comments Add as preferred source