The caterpillar cake fight between Aldi and M&S became one of the most talked about brand stories in the UK. What started as a cake comparison turned into a legal battle, a social media storm, and a marketing lesson for big businesses.
Here is what really happened and why people still talk about it.
What Is Cuthbert the Caterpillar?
Cuthbert the Caterpillar is Aldi’s chocolate sponge roll cake, covered in chocolate and filled with buttercream. It launched in 2019 and quickly became popular for birthdays and family parties.
Colin the Caterpillar from Marks & Spencer had already been famous for years. So when shoppers saw Cuthbert, many noticed the similarities.
Cuthbert costs less than Colin. At £6.99 for 625g, it became a strong budget option. It looks fun, tastes good, and is affordable, which made families love it even more.
But the real reason it became famous was not just the price. It was the court case.
Why Did M&S Sue Aldi?
In 2021, Marks & Spencer took legal action against Aldi.
M&S claimed that Cuthbert copied Colin’s design and branding too closely.
They pointed to:
- Similar caterpillar names
- Similar cake shape and chocolate face
- Chocolate sweets on top
- Packaging style
M&S argued that Colin’s name, look, and packaging were protected by trademark law. They believed Aldi was benefiting from Colin’s long-standing reputation.
The case was filed in the High Court and quickly gained national attention.
What Happened in the End?
After months of public discussion and legal back and forth, the case ended in 2022 with a private settlement. The details were not shared publicly.
Aldi brought Cuthbert back with small changes:
- He now wears a bowtie
- His face design was slightly updated
- Some packaging details were adjusted
- In some versions, the name was shortened to just “Cuthbert”
These updates helped separate him more clearly from Colin.
The legal fight ended quietly, but the public conversation did not.
How Aldi Turned the Lawsuit Into Marketing
Instead of staying silent, Aldi leaned into the moment.
They launched a playful social media campaign using the hashtag #FreeCuthbert. The campaign included:
- Jokes about Cuthbert being “in jail”
- Funny graphics and memes
- Billboard trucks outside M&S stores
- A charity skydive featuring Cuthbert
One slogan stood out:
“Baked by bakers, approved by lawyers.”
People loved it.
The public largely sided with Aldi, seeing them as the underdog. Social media buzz made Cuthbert even more popular than before.
While the legal outcome was private, Aldi clearly won in terms of public support.
How Does Cuthbert Compare to Colin and Others?
Cuthbert and Colin are still the most famous caterpillar cakes in the UK.
Colin is seen as the original and slightly more premium option. Cuthbert is known for being more affordable while still tasting good.
Other supermarkets also have their own versions:
- Tesco sells Curly
- Asda sells Clyde
- Sainsbury’s sells Wiggles
- Waitrose sells Cecil
- Morrisons sells Morris
None of them created the same level of drama or attention as Cuthbert and Colin.
What Can Businesses Learn From This?
This cake story offers real business lessons.
- Protect your brand clearly.
- Legal action can protect reputation, but public opinion also matters.
- Smart and fast social media responses can change the narrative.
- Humor can soften serious situations.
Aldi showed that reacting creatively can turn a challenge into an opportunity.
Final Thoughts
Cuthbert started as just another birthday cake. But thanks to a legal battle and clever marketing, he became part of British retail history.
The situation showed how branding, law, and social media now connect in powerful ways. It was not just about cake. It became a story about competition, personality, and how companies communicate with the public.
FAQs
Who created Cuthbert?
Aldi introduced Cuthbert in 2019.
Why was there a lawsuit?
M&S claimed Cuthbert copied Colin’s name, design, and packaging.
What was #FreeCuthbert?
Aldi’s viral social media campaign responding to the lawsuit.
Is Cuthbert still sold?
Yes. He returned with small design changes.
Did Aldi win the case?
The case ended in a private settlement in 2022, and details were not made public.
Are there other caterpillar cakes?
Yes. Tesco, Asda, Sainsbury’s, Waitrose, and Morrisons all sell their own versions.