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The Truth Behind Why Marks & Spencer's Luxury Biscuits Look Like Custard Creams

One biscuit fan accused M&S of simply covering custard creams with topping and calling them luxury – but there's more to it than that.

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Last week, a biscuit fan from the Isle of Man was enjoying a luxury M&S biscuit when he made a shocking discovery: what appeared to be a custard cream hiding beneath.

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In the photo uploaded to Instagram, Peter Marshall said: "Marks and sparks are a bunch of cheapskates."

The box of Marks's extremely chocolatey biscuits costs £6, whereas a pack of M&S custard creams is just £1.

Jamie Jones / BuzzFeed

But a side-by-side comparison carried out by BuzzFeed showed that they do appear to be made from the same mould as M&S custard creams, as claimed.

Jamie Jones / BuzzFeed
Jamie Jones / BuzzFeed
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Jamie Jones / BuzzFeed

The white chocolate cream biscuit also hides a shadowy, custard-cream-shaped surprise once the topping is removed.

Jamie Jones / BuzzFeed

However, Marks & Spencer claims there's nothing deceptive going on here.

An M&S spokesperson told BuzzFeed: "Customers can rest assured the biscuits remain our own luxury recipe covered in milk chocolate, they are simply made using the same mould as a custard cream."

Unsatisfied with that explanation, I tried to do a little more digging.

My communication with Marks & Spencer's PR ended with them telling me, "Let me check with my biscuit team!" after I asked about the mystery "luxury recipe". I'm still waiting on that biscuit team.
Jamie Jones / BuzzFeed

My communication with Marks & Spencer's PR ended with them telling me, "Let me check with my biscuit team!" after I asked about the mystery "luxury recipe". I'm still waiting on that biscuit team.

However, Marshall – who uploaded the pic to Instagram – isn’t fully convinced by the official story.

"I do think it's plausible that M&S are telling the truth – although if it turns out they're lying, and the biscuits do use a standard custard cream half as a base, that could be quite an interesting twist," he told BuzzFeed.
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"I do think it's plausible that M&S are telling the truth – although if it turns out they're lying, and the biscuits do use a standard custard cream half as a base, that could be quite an interesting twist," he told BuzzFeed.

An investigation into the other biscuits included in the pack provided no further evidence of potential biscuit conspiracies.

But it did make a mess.
Jamie Jones / BuzzFeed

But it did make a mess.

The only thing left to do was a taste test, conducted under strict laboratory conditions on my desk.

Jamie Jones / BuzzFeed

We got five testers to try both a custard cream and a luxury biscuit to find out if they were different – they all agreed they were.

The main conclusion: Custard creams are apparently salty.
Jamie Jones / BuzzFeed

The main conclusion: Custard creams are apparently salty.

So is the case closed on #biscuitgate? Are the interiors of these luxury biscuits really only moulded like custard creams? Perhaps we'll never know.

20th Television / BuzzFeed
  1. What do you think?

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