How British Retailers’ War Over a Caterpillar Cake Became Marketing Gold

Aldi takes M&S head-on in legal battle between Colin and Cuthbert mascots

Aldi, Getty Images

If you’ve ever attended a birthday or office party in Britain, here’s a staple you are likely to have experienced—the long, thin caterpillar-shaped chocolate sponge cake quickly bought from the local supermarket.

@stephenlepitak stephen.lepitak@adweek.com Stephen is Adweek's Europe Bureau Chief, based in Glasgow.