M&S Food is celebrating 50 years of its hot cross buns with the launch of an innovative first-to-market product that's set to cause a stir on social media.
The retailer is introducing the Dippy Egg Filled Hot Cross Bun, featuring a soft, rich cocoa bun with an oozy white chocolatey centre designed to look like a dippy egg.
This special creation marks five decades since M&S began perfecting their Luxury Hot Cross Bun recipe in 1975.
The new "showstopper" will be hitting stores tomorrow, March 26, alongside several other Easter treats developed by M&S food experts.
M&S Dippy Egg Hot Cross Buns will go on sale tomorrow
M&S
The Dippy Egg Filled Hot Cross Bun is described as "soft and rich cocoa buns with a smooth yellow and white chocolate filling" that creates the dippy egg effect.
Priced at £3.50 for a pack of six, these innovative buns build on the success of M&S's Extremely Chocolatey buns which were introduced in 2013.
According to M&S, those chocolate buns remain "more chocolatey than any other bun on the high street". The retailer calls the new filled version "a game-changing move" in their hot cross bun innovation.
The Dippy Egg creation joins a range that now includes 12 different varieties of hot cross buns.
Also launching tomorrow are the new Heat to Eat Cinn-A-Yum Buns, priced at £3.50 for a pack of six.
These are described as "soft and sweet cinnamon buns, enriched with butter and finished with a drizzle of white icing and cinnamon sugar".
M&S is calling them the "ultimate Easter treat to share, fresh out of the oven." Cookie enthusiasts will be excited by the new Speckled Egg Cookies, available for £2.85 for a pack of five.
These limited-edition treats follow the success of M&S's cookie bags which have reportedly been "sending stampedes of biscuit lovers to our bakeries" since their launch late last year.
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M&S Cinn-A-Yum Buns will also join the Easter lineup
M&S
M&S has been a pioneer in hot cross bun innovation since 1975, introducing groundbreaking flavours like apple, blueberry, chocolate and cheese.
The retailer sells an impressive 32 individual buns every second during Easter week. This year's Easter food lineup also includes Collection Fruited Hot Cross Buns made with Wildfarmed flour and 36 per cent fruit content, priced at £3.50 for two.
For those planning ahead, Easter Colin meets Flossy the Cow will arrive in stores from April 8, priced at £15.
