M&S Food unveils Big Daddy 2.0 Pistachio: The viral chocolate bar redefining indulgence

Marks & Spencer has ignited a frenzy among the sweet-toothed public with the launch of its highly anticipated Big Daddy 2.0 Pistachio chocolate bar, now available exclusively in M&S Foodhalls across the UK.

Queues formed outside stores before opening hours, as eager customers clamoured to secure what is already being dubbed the “hottest product in town.”

Priced at £8.50 for a hefty 280g, this indulgent treat is poised to cement its place as a cultural phenomenon, riding the wave of the pistachio craze sweeping the nation.

The Big Daddy 2.0 Pistachio is a sophisticated evolution of M&S’s original Big Daddy bar, which last summer earned acclaim as the UK’s answer to the viral “Dubai Chocolate” sensation. After nine months of meticulous recipe development, M&S food experts have crafted a bar that retains the beloved elements of its predecessor while introducing a bold new pistachio twist.

The result is a chunky confection featuring M&S’s signature creamy milk chocolate, a gooey sea-salted caramel layer, a light and crunchy biscuit crumb, and a show-stopping pistachio layer composed of roasted pistachio pieces, pistachio crème, and smooth white chocolate.

The launch taps into a burgeoning pistachio obsession, with social media mentions of the nut in the confectionery category soaring by 80% compared to last year, according to M&S.

The retailer has also noted that “Dubai Chocolate” is currently the top trending food and drink hashtag on TikTok in the UK, underscoring the cultural moment this bar is capitalising on. M&S has been quick to embrace the trend, having already introduced a Pistachio Latte and Pistachio Crème to its Foodhalls.

The Big Daddy 2.0 Pistachio, however, is being positioned as the crowning jewel in this nutty trilogy.

Described by M&S as “the chunky chocolate bar of dreams,” the bar promises to satisfy cravings for sweet, salty, and nutty flavours in one indulgent package. The pistachio layer, in particular, has been crafted to deliver a balance of rich, nutty depth and subtle sweetness, with the roasted pistachios adding a satisfying crunch.

The bar’s substantial size and layered complexity make it a premium treat, ideal for sharing—or savouring solo.

The launch has sparked a social media storm, with food influencers and everyday shoppers alike sharing their excitement. Posts on X have hailed the bar as a “game-changer” and a “must-try,” with some users reporting long queues at their local M&S stores. The retailer has leaned into the hype, encouraging customers to explore pistachio-inspired recipes on its website, from desserts to savoury dishes, to further fuel the pistachio movement.

The Big Daddy 2.0 Pistachio’s arrival marks a bold step for M&S as it continues to innovate within its Foodhall offerings. By blending viral food trends with its reputation for quality and indulgence, the retailer is appealing to a broad audience, from younger shoppers chasing TikTok fame to loyal customers seeking a luxurious treat. However, at £8.50, the bar is a premium purchase, reflecting its artisanal ingredients and substantial size.

As the pistachio craze shows no signs of slowing, M&S’s latest creation is likely to remain a talking point.

For those eager to join the queues and experience the bar that’s taken nine months to perfect, the Big Daddy 2.0 Pistachio is available in M&S Foodhalls nationwide now. But with demand already sky-high, those hoping to snag one may need to act fast.

For more information on the Big Daddy 2.0 Pistachio or to explore M&S’s pistachio-inspired recipes, visit the M&S website.