M&S shoppers shocked by suggestive aubergine Easter egg

M&S know how to do a good novelty Easter egg.

From its classic chocolate Percy Pig to Walter the chocolate sausage dog, the creations are fun, joyful and delicious.

However, its latest seasonal sweet treat has raised quite a few eyebrows.

The supermarket unveiled a new aubergine shaped chocolate Easter egg as part of the Plant Kitchen range over the weekend. Named the ‘Egg-Plant Kitchen’ (which is the American name for aubergine) the egg is completely vegan.

On Instagram, M&S launched the aubergine egg in a post that was captioned: ‘Stop scrolling: our ‘Egg-Plant Kitchen’ vegan Easter egg is here to brighten up your January in all its aubergine-shaped glory. You can thank us later. Pick it up in store now!’


While aubergine is a much-loved vegetable, it also holds an x-rated meaning in the emoji world.

Smart M&S shoppers were quick to call the retailer out on its tongue in cheek product. The comment section under the post was a mix of humour, intrigue and shock.

One commenter wrote: ‘I can see that being a Valentine gift for the [aubergine emoji] fans.’

Another said: ‘Jesus isn’t the only thing that rose again at Easter!’

And one joked: ‘I wonder if Ann Summers will be selling them as well!’

Yet some weren’t as enthusiastic about the vegetable shaped innuendo. One Instagram user quipped: ‘I’m deceased, I can’t believe M&S have really made this.’

‘This doesn’t brighten up my January, it makes me sad, can’t even have Easter eggs just be Easter eggs anymore’ said one upset shopper.

Other users were angry at M&S for using the American expression for aubergine, but most found laughter in the clever marketing ploy and cheekily tagged their friends in the comments.

The M&S aubergine Easter egg retails at £6 and is available to buy in stores now.

Will you be picking it up?

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