Target fans who recently discovered the charm of Percy Pig candies are now seeing a less sweet side of the popular UK treat.
Just three months after the pig-faced gummies landed in the U.S., their price has quietly jumped by 50 cents, from $3.99 to $4.49 a bag. And for many American shoppers who were falling in love with Percy for the first time, it’s a bitter twist to a berry-flavored bite.
Percy Pig, a British cultural icon made famous by M&S (Marks & Spencer), made his U.S. debut in March when Target started selling the gummy candy for the first time. Known for its soft pink hue and foam-jelly blend, Percy Pig sweets have been beloved in the UK since 1992 and sell at an impressive rate, about 38 bags per minute. In fact, M&S reported that 20 million bags flew off shelves just last year alone.
The candy is more than just a snack. Percy is a brand with a legacy. He’s been featured in British Vogue’s 2008 “Hot List” and counts major stars like Harry Styles, Olivia Rodrigo, and Adele among his loyal fans. Rodrigo even took a bite on stage. With all that history behind him, Percy’s introduction to U.S. audiences came with a big splash. As M&S food marketing director Sharry Cramond put it, “He’s more than a confectionery character; he’s a national treasure.”
But that treasure just got more expensive. The price bump to $4.49 might not seem like much at a glance, but it’s an increase of more than 12%. And while Target hasn’t publicly acknowledged the change, it’s already showing up on store shelves and online listings. The increase could vary by state, but so far, no sign suggests this is temporary.
For British expats and Percy superfans, the price hike stings. Kathryn Turner, Head of Product Development at M&S, called Percy “an iconic product that has stood the test of time.” She added, “The fact that he remains just as popular today is a testament to everything that makes the sweet so special, the delicious berry and grape flavor, the perfect foam and jelly mix, and of course, the joy he brings.”
In the UK, Percy’s presence stretches far beyond candy aisles. There, he graces everything from pajamas to lip balm and homeware. But here in the U.S., Percy is still just candy, for now. Maybe merch will follow, but American fans are still catching up to what Brits have had for over three decades.
And while Target hasn’t explained the reasoning behind the price increase, it’s part of a growing trend where imported products or niche cult favorites see price bumps once demand heats up. So if you’re a Percy fan, you might want to stock up before prices go any higher. Or better yet, cross your fingers that Target starts stocking Percy pajamas next.
Leo Cruz brings sharp insights into the world of politics, offering balanced reporting and analysis on the latest policies, elections, and global political events. With years of experience covering campaigns and interviewing world leaders, Leo ensures readers are always informed and engaged.
