Cult Favorite British Candy Is Coming to the U.S.

British expats, rejoice! One of your favorite little treats is finally coming to the United States. It’s Percy Pig! 

For my American comrades, Percy Pig isn’t one of Peppa’s cousins; he’s a certified craze in the candy aisle. Since 1992, Percy Pig has grown from a mere mascot for a gummy candy to a British icon—both inside the supermarket and out. He’s found a wife, had a kid, and auditioned for Britain’s Got Talent. (He even got four yeses, no small feat with the second-grumpiest British person alive on the panel.) Back in 2021, Percy spoke in a commercial for the very first time, and he was voiced by Spider-Man himself, Tom Holland. And now, as all British people are innately programmed to do, Percy Pig is trying to take over America. Let’s dig into the details of our newest invader.

What is a “Percy Pig” gummy?

The actual makeup of a Percy Pig gummy is…strange. Per the press release, Percy Pig has a “berry & grape flavour combined with the perfect balance of foam and jelly.” The photos certainly support the idea that this is basically two candy materials in one: two jelly ears on a “foam” pig face. The original British recipe contains around 3.5% fruit juice, a pleasant surprise in the candy aisle.

And for the vegans concerned that this gummy pig may contain some real pork, rest easy; Percy Pig (along with every sister brand under M&S’ Percy & Colin range) went vegan in 2022, right before his 30th birthday, losing both the gelatin and beeswax in his genetic makeup. 

And Percy Pig gummies are popular?

Wildly so! Percy Pig flies off British shelves at a rate of 38 bags per minute. Marks & Spencer (or at least their food division) proudly totes him as their most popular mascot on social media. I’ve never seen a mascot carry a bad snack to success, so there must be something yummy behind all the social media buzz.

When and where will I be able to find Percy Pig gummies on shelves for myself?

Percy Pig will be available exclusively at Target stores (and on Target.com) starting March 30th. The good folks behind Percy Pig’s debut in America are sending samples my way as we speak. Look forward to my review of this “foam and jelly” sweet launching ASAP.