Shoppers are going wild for M&S’s Valentine’s Day ‘lovenut’ pastry

Marks & Spencer are really going all out on the creative food front right now. First came Percy Pig pancakes, then cheesy hot cross buns with Marmite (oh, and we’re still not over the giant Colin the Caterpillar faces) – and now M&S have unveiled their new treat, the Love Nut Yumnut.

The brand new sweet treat is a Valentine’s Day version of their yum yum and doughnut pastry hybrid – the ‘yumnut’, which launched last year and soon became M&S’s top-selling bakery line – which consists of an impressive 48 layers, making them perfectly light and fluffy. For Valentine’s Day, they now come decorated with freeze-dried raspberries and chocolate hearts.

M&S announced the new pastry launch with their usual tongue-in-cheek style, writing on their Instagram:

“Feel the LOVE NUTS this Valentine’s! Our new love nut Yumnut™ lands in store TODAY – a heavenly hybrid of a yum yum and a doughnut, decorated with freeze-dried raspberries and chocolate hearts. Tag someone you’d love to share one with!”

The post quickly went viral and has since amassed almost 15,000 likes. Customers were quick to react to the cheeky name and caption, with one commenting: ‘This cracks me right up, who wouldn’t want to feel the love nuts on Valentine’s Day’.

Another praised M&S’s fun marketing, writing: ‘I love your adverts these days. Last year it was a love sausage. An aubergine for Easter. Brilliant PR. You gotta have a sense of humour especially in these trying times. Well done M&S. I tag my hubby.’

M&S

Under the post, M&S were also asked multiple times to clarify that the new Love Nut Yumnuts do not, in fact, actually contain any nuts.

Cheeky Valentine’s Day jokes aside, we cannot wait to get our hands on one (or five) of the delicious new pastry! Race you to the bakery counter.

The M&S Lovenut is available from their in-store bakeries now, priced at £1.50 each.