Colin the Caterpillar, the British national treasure that has been a staple sweet treat at UK birthday parties since 1990, will arrive in the US at long last.
Candies based on the iconic caterpillar-shaped character will be sold across nationwide Target stores as British grocery store M&S continues its partnership with the retailer.
For his U.S. debut, Colin will be sold in three gummy varieties: classic fruit-flavored sweets, tangy sours and soft, foam-style treats.
The cheeky character is one of the much-loved cult items from popular retailer M&S, and he has acquired an A-list following in the process, with stars like Olivia Rodrigo, Kim Kardashian and Katy Perry all said to be fans.
Singer Rodrigo gave a shoutout to Colin while onstage at the UK festival Glastonbury last year, and she has been filmed declaring her love for the treat in various food-based interviews.
Loved by children and adults alike, Colin is most popular in chocolate roll cake form. The cake consists of layers of chocolate sponge rolled into a log shape, filled with chocolate buttercream and coated with a milk chocolate shell. It is decorated with Smarties and a white chocolate face and feet. The Colin franchise has spawned many other food products, such as mini cakes, a frozen Colin gateau and Easter eggs.
M&S has plans for global expansion after the company brought over its equally popular Percy Pig sweets in 2025. The retailer is also introducing sour Percy Pig Phizzy Pigtails and Percy Pig Reversy Percy, which have more jelly than foam, to Target stores.
Colin is so popular in the U.K. that M&S fought a legal battle against a competitor grocery store over the use of Colin’s likeness. In 2021, Aldi was forced to amend the design of its Cuthbert cake in the shape of a caterpillar to resolve an intellectual property dispute.
Stores including Tesco, Asda, Waitrose and Sainsbury’s each have their own-brand versions, called Curly, Clyde, Cecil and Wiggles respectively.
M&S has said the launch of select lines in the U.S. is part of a wider strategy to become a global brand.
Colin the Caterpillar gummies and the new Percy Pig flavors are available exclusively at Target stores. They are being rolled out as Target’s permanent portfolio and will be on shelves nationwide soon.
