Viral Product Trends: Fleeting Fads or Built for Lasting Success?

The viral power of social media can make new product launches seem like instant successes, but do these moments translate into sustained sales, or are they just short-lived trends? Recently, online influencers have been buzzing about a series of new confectionary releases from Marks and Spencer Food. M&S has long been known for its innovative products and has cultivated a loyal following, complete with dedicated review pages and a passionate fan base.  

As an avid M&S shopper, I can attest that M&S isn’t just about food—it’s about creating an experience. Their products often feature playful packaging, clever puns, and top-tier quality, making them as delightful to buy as they are to eat. M&S understands how to go beyond simple logic and tap into the emotional side of food, which is why many customers are willing to pay a premium. But the question remains: will these digital-driven moments of fame translate into long-term success for M&S, or are they just another flash in the pan? 

Measuring Success 

We tested M&S’s viral products using System1’s Test Your Innovation platform to see which of their latest offerings are built for lasting success. Social media buzz often suggests which products might dominate the shelves, with The Big Daddy chocolate bar – a chunky, nut butter-filled treat priced at £6.50 – being the most talked about online. However, many may be surprised to learn that this isn’t a new product, but rather one with fresh packaging. Despite its recent viral fame, The Big Daddy has been around for a while, raising the question: is its popularity truly as high as current trends suggest? 

Other trending favourites from M&S include Wonka-esque chocolate bars, the cleverly named whipped mallow treat “Whip Off the Old Block,” and fully loaded ice creams. These indulgent delights may have made a splash in the short term, but how will they stand the test of time? 

System1’s Test Your Innovation platform uses the predictive power of emotion to assess a product’s long-term potential. It integrates three key measures to generate a Star Rating, which has been validated against real in-market performance: 

• Emotional Pull: How does the product make people feel? The happier people are, the greater the product’s commercial success. Test Your Innovation captures both the emotions people feel and their intensity, as well as Reasons for Emotion (verbatims) to help brands fine-tune their offerings. 

• Share Trading: Which product will attract the most investment? We ask people if they would buy or sell shares in the products, giving an accurate prediction of their commercial potential. 

• Speed of Trading: How quickly do people make decisions? Quick decisions indicate that a product is easy to understand and more likely to succeed in-market. 

So, without further ado, here are the top two product releases that are well and truly top of the chocs! 

Product: Chocolate Hazelnut Mini Bites

Star-Rating: 5.8

M&S’s mini bite tubs are a crowd-pleaser at any picnic or party. Their charm often lies in their simplicity and nostalgia—whether it’s school snacks like flapjacks or the Swiss rolls you’d sneak from your grandparents’ cupboard, these little bites of joy are a guaranteed win for any occasion. Their timeless nature might explain why they’ve flown under the radar in the viral scene.

Take the chocolate hazelnut bites, launched this summer: while they’ve generated less online buzz than M&S’s more innovative and daring products, their classic appeal may be exactly what ensures their lasting success. As John Kearon explains in System1: Unlocking Profitable Growth, familiarity is often key to a new product’s success. While novelty and innovation spark excitement, the most successful innovations balance 80% familiarity with 20% newness.

These humble hazelnut minis strike that balance perfectly, prioritising familiar assets that consumers already love, like the iconic tub design that aligns with M&S’s current range. Only the bite inside has changed, which is why these treats over-indexed on the attribute ‘fits with the brand.’ It’s no surprise they continue to win over consumers with their subtle blend of comfort and novelty.

Product: Top of the Chocs ice cream

Star-Rating: 5.7

Close on the heels of the mini chocolate hazelnut bites is a chocolate lover’s dream: chocolate ice cream loaded with truffles, chocolate biscuit balls, and rich chocolate sauce. Yum! Unlike the hazelnut minis, which thrived on their seamless integration into the existing range, Top of the Chocs taps into a core attribute of the M&S brand itself: high quality.

M&S has long prided itself on quality, a value highlighted in campaigns like the Farm to Foodhall series featuring TV chef Tom Kerridge, where he visits UK farmers and suppliers to explore the care behind M&S’s delicious produce. This commitment to quality has made it synonymous with the M&S brand, and it’s the same standard that underpins the success of Top of the Chocs.

But quality isn’t the only factor at play here. The flavour combination is simple yet irresistible – chocolate with more chocolate. There’s no complex fusion of unfamiliar ingredients or experimental pairings. It’s just chocolate, and it works. This simplicity is why the product over-indexes on being ‘easy to understand’ and achieves that golden 80:20 ratio of familiarity to novelty.

This indulgent dessert is rich, comforting, and nostalgic—reminiscent of Trunchbull’s decadent chocolate cake from Matilda, or the endless chocolatey delights in Charlie and the Chocolate Factory. It’s a crowd-pleaser through and through, offering a rich treat that just makes sense.

What’s the Viral Verdict? 

If you’re curious about the performance of M&S’s viral products, the results are promising for their long-term success. The loaded ice creams did particularly well, with the ‘Movie Night Popcorn’ flavour earning an impressive 4.2-star rating and the ‘Trifle Caked Alaska’ securing a solid 3-star rating, both placing in the top ten. Percy Pig, a British cultural icon, also performed well, with Reversy Pigs achieving a 3.8-star rating and landing in fourth place. These treats are back by popular demand, retaining the distinctive Percy Pig character and packaging.

The Big Daddy chocolate bar received a respectable 3.0-star rating, though opinions were divided on its name and size. A common piece of feedback was the desire for smaller portions, so perhaps a ‘Small Daddy’ chocolate bar could be M&S’s next big hit!

The moral of the story? Social media can be highly deceptive. A new product’s initial viral success or lack thereof doesn’t necessarily reflect its long-term market performance. For instance, the Chocolate Hazelnut Mini Bites received only modest online praise but have the strongest market potential. While the excitement around bold and innovative releases is often well-deserved, it’s crucial to consider whether these products will continue to appear in consumers’ shopping baskets or simply be a one-time trial.

Create with Confidence  

With a database of over 54,000 innovations to benchmark against, Test Your Innovation empowers brands to Create with Confidence and launch new innovations. So, which idea will be your next star? Use Test Your Innovation to predict your winner from an early stage and finetune it throughout the innovation process. We can’t wait to help you bring it to market!