Lidl has entered the fiercely competitive caterpillar cake market, launching its own version to challenge M&S Colin the Caterpillar, the dessert that sparked a trademark battle between the retail giants in 2021. BBC Good Food tested nine caterpillar cakes across UK supermarkets to determine which reigns supreme.
M&S Colin the Caterpillar remains the iconic original, a sponge cake decorated to resemble a caterpillar with a chocolate head and round sweets for segments. The cake became a cultural phenomenon and a status symbol in British supermarkets. Tesco, Sainsbury's, and Asda all developed their own versions after M&S attempted to trademark the caterpillar cake design, a move the Intellectual Property Office rejected in 2021.
Lidl's entry into this market reflects the supermarket's growing confidence in its own-brand premium lines. The German discounter has steadily expanded its food offerings to compete with traditional rivals on quality and innovation, not just price. Caterpillar cakes have become a seasonal staple and profitable product lines that drive footfall during school holidays and celebrations.
The test evaluated cakes across multiple criteria: taste, texture, moisture, frosting quality, and overall value for money. Factors included sponge crumb structure, chocolate coating consistency, and whether decorative sweets remained intact during transport. Price points ranged significantly, with premium versions costing substantially more than budget alternatives.
Results revealed that brand loyalty does not automatically guarantee taste superiority. Some lower-priced alternatives matched or exceeded M&S Colin's performance in specific categories. Frosting quality and sponge moisture emerged as key differentiators among competitors. The test highlighted how supermarket own-brand desserts have professionalized significantly over the past decade.
Lidl's market entry