The Battle Of The Caterpillar | M&S VS Aldi

We all are aware of the delicious, chocolatey treat that is Colin the Caterpillar, or maybe Cuthbert? – even Clyde the Caterpillar?

Whatever version of the bug-shaped cake you’re familiar with, the caterpillar cake has been a continuity figure; dating back to the 1990s.

M&S have lodged a legal complaint against Aldi for it’s discounted “Cuthbert” variation of the cake, claiming it ‘rides on the coat-tails’ of Colin’s reputation. M&S is demanding that Aldi removes all of the Cuthbert products from sale and agree not to sell anything similar in the future. Yes, we found this kind of funny too.

One benefit of all this tomfoolery is the hilarious marketing produced by team Aldi over on Twitter.


Aldi, who are notorious for having a ‘tongue in cheek’ humour in regards to their marketing, took advantage of this whole situation and over the course of a week made continuously hilarious remarks digging at M&S and even brought over competitors into the mix by mentioning the likes of Tesco, Sainsburys & Asda.

Other companies like Grenade, reacted brilliantly to this state of affairs by mocking up their famous ‘Carb Killa’ protein bar in the style of Colin – ‘Colin the Carb Killa’ which is clearly a play on the word ‘Caterpillar’.

Aldi is currently dominating the online engagement race with almost 200,000 more engagements on posts talking about this whole topic.

They also lead in the sales as since the case came to public light, they have had a massive increase in purchase consideration where M&S have seen a considerable drop.

Maybe they shouldn’t have f***** with Cuthbert.