Marks & Spencer’s beloved Percy Pig sweets have just landed in Target stores across the US, but their American adventure may be cut short amid concerns over President Trump’s new 10% import tariffs on UK goods.
Archie Norman, chair of M&S, told the Retail Technology Show in London this week that the retailer was reassessing the impact of the new trade barriers on its ambitious US expansion. “We might have to change our minds,” he said. “Tariffs could push up prices and make [Percy Pig] less popular.”
Described by Norman as M&S’s “gift to America”, Percy Pig officially launched in the US on 30 March in what the retailer called the brand’s “biggest journey to date.” But while there are no immediate plans to withdraw the product, higher costs from tariffs could challenge competitiveness — a particular concern for confectionery lines in a crowded and price-sensitive market.
The move comes as part of President Trump’s broader announcement of sweeping new tariffs, including a blanket 10% duty on all UK imports, fuelling worries among British exporters across multiple sectors.
Festive marketing rethink amid HFSS restrictions
Norman also revealed that M&S is rethinking its 2025 Christmas advertising campaign, in response to the UK government’s incoming ban on HFSS (high fat, salt and sugar) food ads before 9pm, which is due to come into force in October 2025. “It probably means we can’t run our Christmas ad,” Norman said. “You won’t be able to run an ad that includes Christmas pudding, your mince pies or sausages.”
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