Marks & Spencer’s beloved British sweet, Percy Pig, may be facing an early exit from the American market just days after its much-celebrated launch in the U.S. The reason? Former President Donald Trump’s sweeping new 10% tariffs on UK imports, a move that could significantly raise the cost of the iconic pink confectionery in American stores.
Launched on March 30 in over 300 Target stores and online, the expansion was described by M&S Chair Archie Norman as Percy Pig’s “biggest journey to date” and “a gift to America.” With over 18 million bags of Percy Pigs sold annually in the UK, and a fan base that includes celebrities like Adele and Olivia Rodrigo, M&S hoped to replicate the piggy magic across the Atlantic. However, new trade barriers may curtail that ambition.
Tariffs Threaten Percy Pig’s Popularity
Speaking at the Retail Technology Show in London, Norman acknowledged that while M&S is not currently planning to withdraw the product, they may “have to change [their] minds” if the tariffs make Percy Pig too pricey for the U.S. market.
The 10% import tax, part of a broader wave of tariffs introduced by Trump this week, targets UK and other foreign imports as part of his protectionist trade agenda. The new policies threaten not only the availability of Percy Pigs but also their competitive pricing—critical for consumer adoption in the U.S.
UK HFSS Ad Rules Add Another Layer of Challenge
In addition to U.S. trade complications, M&S is also contending with new UK regulations on advertising foods high in fat, sugar, and salt (HFSS). The upcoming rule, effective from October 2025, restricts such ads before 9pm on television and limits online advertising.
Norman said the change will likely affect M&S’s ability to run traditional Christmas campaigns featuring festive food products like Percy Pig, mince pies, and Christmas puddings—staples in the brand’s seasonal storytelling.
“It probably means we can’t run our Christmas ad,” Norman remarked, hinting that M&S would need to create “more complicated” ad campaigns or shift focus to non-food items like clothing and homewares.
The Bigger Retail Picture: Regulation, Loyalty, and Profitability
Norman also criticized increasing UK regulatory pressures beyond food advertising—citing packaging laws and labour reforms—as burdensome, particularly for small businesses. While he emphasized that M&S, as a “growing business with no debt,” could weather the storm, he warned of the broader implications for the retail landscape.
He further downplayed the profitability of online food retail, calling it a “desert of profit,” despite reaffirming M&S’s long-term commitment to its Ocado partnership.
Will Percy Pig Stay in the U.S.?
The fate of Percy Pig in America now hangs in the balance, caught between global trade politics and domestic advertising restrictions. While Archie Norman remains hopeful, acknowledging that the brand is still committed to its U.S. presence, there’s an air of uncertainty about whether American consumers will continue to embrace the sweet treat if prices rise.
One thing is clear: Percy Pig’s journey is not just a sugary expansion—it’s a symbol of how even the sweetest global ventures can be soured by political and regulatory tides.
Conclusion
As Percy Pig’s pink snout enters the complex world of global trade and health policy, M&S finds itself navigating an evolving landscape that affects more than just sweets. From tariffs to ad bans, the brand must innovate to ensure that its most beloved characters continue to charm both UK and global markets.
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