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Finally, you can buy Olivia Rodrigo's favorite gummy candy in the U.S. Here's where
Percy Pig's packed and ready to arrive in America.
Not sure who the porcine pop star is?
Percy Pig is one of the United Kingdom's most popular candies, a berry and grape flavored gummy that reportedly sells more than 20 million bags a year in the UK — about 38 bags a minute, according to All Recipes.
The lil' pillowy piggy treat, 33 years after its founding by the food division of Marks & Spencer in 1992, finally makes it over the pond for sale at Target stores in the U.S.
Target will be the exclusive retailer of Percy Pig candies and will start selling the $3.99 bags on March 30, including in South Florida.
Cult star Percy Pig
Percy Pig fans include pop culture stars like singers Olivia Rodrigo and Harry Styles, tennis champ Andy Murray and 'Spider-Man' actor Tom Holland, who voiced the perky pig in a 2021 M&S commercial. Rodrigo dished on her love for Percy Pig gummies on stage in London after trying them during her Guts World Tour in February 2024. The clip went viral on YouTube and TikTok.
Percy's a digital star, too. The official Percy Pig Instagram page has amassed more than 123,000 followers and views number in the millions from all the TikTok posts.
TikTok-ers rave over how 'cute' the pink gummies are. The flavor? Comments we found on TikTok include 'the most pillowy, marshmallowy, chewy gummy' and comparison to Swedish candies in foamy texture and juicy taste. One video from inside a store in England finds a fan clutching a bag. She ponders whether the use of fruit juice as an ingredient gives Percy Pig its signature rush. As she gushes, she proclaims the treat as addictive 'like crack.'
'We're thrilled to bring Percy Pig sweets to the U.S. and introduce him as a character to a whole new audience,' said Sharry Cramond, food marketing director at M&S, in a statement. 'Percy isn't just a sweet treat, he's a British icon. ... Over the years, Percy has grown from a much-loved gummy into a brand with a personality of his own, complete with friends, adventures and even his own story.'
British Vogue put Percy on its Hot List in 2008. In the UK there are toys, clothing, home and beauty products with the cartoon pig's cheerful image. When Percy hit 30 in 2022, the confectionery went vegan. (No more gelatin or beeswax in Percy's makeup.) In 2024, Percy was cross-marketed at the Summer Olympics and the first 'Wicked' movie in Europe.
Crossing the pond
Now, Percy's on target for his domestic debut.
Note: fans have been able to order 6-ounce Percy Pig bags for delivery via Amazon but the price runs around $12 — three times the $4 tag for the same size product at Target.
'We're beyond excited to introduce Percy to the U.S. for the very first time,' said Kathryn Turner, head of product development at M&S.
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