When it comes to pushing culinary boundaries and ethical food sourcing, Marks & Spencer (M&S) seems determined not only to stay ahead of the curve but to redefine it. On February 26, 2026, the iconic British retailer unveiled two bold moves: a limited-edition Hot Honey Hawaiian Pizza that’s stirring up the nation’s taste buds, and a renewed commitment to supporting cocoa farmers in Ivory Coast through enhanced Fairtrade initiatives. Both announcements underscore M&S’s knack for blending innovation with a conscience, even if the results spark debate—or, in the case of pizza, outright controversy.
Let’s start with the pizza, a dish that’s long divided households and friendships alike. The Hawaiian pizza, infamous for its polarizing pineapple topping, has been reimagined by M&S for the adventurous (or perhaps just the curious) eater. This isn’t just any old Hawaiian. Instead of standard pineapple, M&S has gone for caramelised chilli pineapple, giving the fruit a spicy, smoky kick. Jalapeños and a drizzle of hot honey sauce pile on the heat, while a base made from 30-hour slow-fermented dough provides a chewy, tangy foundation. According to Good Housekeeping, it’s a “more is more, less is a bore” pizza party—one that’s as likely to spark conversation as it is to satisfy hunger.
M&S describes this limited-edition creation as “the sassiest flavour combo on the high street.” Whether shoppers are clamoring for a plateful of sass remains to be seen, but there’s no denying the pizza embraces the so-called “swicy” and “fricy” trends. For those wondering, “swicy” stands for sweet and spicy, while “fricy” refers to fruit and spicy—a portmanteau that might not roll off the tongue, but certainly promises a flavor experience that does anything but play it safe. As M&S puts it, “It’s a next-level mix of sweet and savoury, crisp and doughy, fruity and spicy.”
But don’t get too attached. This Hot Honey Hawaiian Pizza is strictly a seasonal affair, joining the ranks of limited-time offerings like Pumpkin Spice Lattes and Creme Eggs. Whether it’ll make a triumphant return next year depends on how many pizza lovers are willing to embrace this “mayfly moment” in food innovation. The pizza is available now in M&S Foodhalls, so fans of culinary adventure—or simply those who can’t resist the latest food trend—are advised to act fast.
While the pizza might be stealing headlines for its daring flavors, M&S’s latest chocolate initiative is making waves for entirely different reasons. On the same day as the pizza launch, the company announced a significant step in its ongoing commitment to ethical sourcing: paying Fairtrade Premium pricing for cocoa sourced from Ivory Coast. This move is designed to ensure fairer incomes for farmers, providing them with not just a stable base price but an additional payment—the Fairtrade Premium—that goes directly to farming communities.
According to The Grocer, the Fairtrade Premium isn’t just an abstract number on a balance sheet. It’s a tangible investment in the future of cocoa-growing communities, funding projects such as the construction of new schools and other initiatives aimed at building resilience. M&S has gone a step further by committing to an additional investment over the next two years, in partnership with the Yeyasso farming co-operative. This extra funding is intended to help farmers adapt to the impacts of climate change, a growing threat to crop yields in West Africa and beyond.
The company’s Choc Marks bars—the latest addition to its confectionery lineup—will feature cocoa farmer Diomandé Léontine, one of 30 members of the Yeyasso co-operative, right on the inside of the packaging. It’s a small but meaningful gesture, putting a human face to the story behind every chocolate bar. As Lucinda Langton, M&S Food’s head of sustainability, put it: “At M&S, we believe that every person in our supply chain should be paid fairly. Cocoa farmers are under pressure to adapt to changing environments and growing demand for exceptional quality. That’s why we are increasing our commitment to fair and ethical sourcing with this investment with the Yeyasso co-operative.”
Langton emphasized the long-term benefits of this approach, saying, “This long-term commitment means the co-operative can invest in their communities and adapt to changing weather patterns to protect the future of cocoa crop for generations of farmers to come.”
The Fairtrade Foundation, which oversees the certification and standards for Fairtrade products in the UK, welcomed the move. Kerrina Thorogood, partnerships director at the foundation, stated, “We’re grateful for M&S’ continued support for Fairtrade and trust in pioneering new initiatives. Building more resilient, ethical and sustainable food systems wouldn’t be possible without the support of industry-leading partners.”
Of course, not all the chocolate buzz has been positive. Last year, ethical chocolate brand Tony’s Chocolonely took aim at M&S’s Choc Marks bar, accusing it of copying Tony’s distinctive chunky bar design. In a pointed statement, Tony’s asked, “If you dupe our design, what about our sourcing model too?” The question echoes a broader debate within the industry about not just how chocolate looks, but how it’s made—and who benefits from its sale.
For M&S, the chocolate controversy is just one more reason to double down on transparency and ethical sourcing. By paying both the Fairtrade Premium and an extra investment, the company is signaling that it wants to do more than just talk about fairness; it wants to put its money where its mouth is. And with the faces of real farmers like Diomandé Léontine gracing its packaging, it’s hoping to remind customers that every bar of chocolate has a story—and a community—behind it.
It’s an interesting juxtaposition: on one side, a pizza that’s all about pushing flavor boundaries and challenging the status quo of what belongs on a pie; on the other, a chocolate bar that’s about honoring tradition, fairness, and the livelihoods of those who make the treat possible. Both reflect M&S’s willingness to take risks, whether that means courting controversy with a “swicy” pizza or investing in the future of cocoa farming in West Africa.
So, whether you’re tempted by caramelised chilli pineapple and hot honey sauce or moved by the story of an Ivorian cocoa farmer, one thing’s clear: M&S is determined to keep shoppers talking—and thinking—about what goes into their food, both on the plate and behind the scenes. The retailer’s latest moves may not please everyone, but they’re certainly making waves in both the culinary and ethical spheres.
As the food world continues to evolve, M&S’s bold blend of innovation and responsibility is a reminder that what we eat—and how it’s made—matters more than ever.