As April kicks off, we round up the grocery industry’s best April Fools’ gags from both retailers and brands in 2025.

Asda’s Pocket dress code

Asda has announced that it is introducing a Rear Pocket Dress Code to celebrate the return of its famous ‘pocket tap’. 

The supermarket giant has issued a nationwide mandate that shoppers visiting its stores on 1 April must have a visible rear pocket to enter their local Asda.

However, customers without one need not worry, as the grocer is also handing out free stick-on pockets at the door to those who need them, to be applied anywhere visible.

It is understood that Asda colleagues have received full training on the Pocket Tap Policy, while each green pocket displays the supermarket’s iconic ‘That’s Asda Price’ slogan.

It follows the retailer bringing back its Rollback initiative earlier this year, in which TV campaign saw staff and customers tap their back pockets to demonstrate the money they would be saving from shopping at the store.

Waitrose’s Easter egg age restrictions

Waitrose has implemented an age restriction on the purchase of Easter eggs, in a bid to crackdown on “children devouring the chocolate” and leaving nothing for the adults.

The supermarket has announced that, as Easter approaches and chocolate egg availability becomes limited, it is introducing measures to allow adults to get priority access to the remaining chocolate.

Waitrose has said as of 1 April, its own-brand Easter eggs are now exclusively for adults only, as it stops selling Easter eggs to children.

The grocery retailer added that when customers scan their chocolate eggs at the tills, they will be met with a prompt and asked for ID if they do not appear to be over the age of 18.

“This year’s Easter range was developed with grown-ups in mind and as we get closer to the big day and stock becomes limited, we have decided it would only be right to give priority to the adults,” said Waitrose own brand director Maddy Wilson.

“With Speckled Eggs hand made by a third generation chocolatier, a Chocolate Croissant which blends creamy chocolate with feuilletine wafer and caramel pieces and Italian Nougat made to a family recipe passed down three generations, it is much too good for children anyway!”

Terry’s Chocolate’ toothpaste

Terry’s Chocolate is revolutionising oral care with the launch of its new Terry’s Chocolate Mint Toothpaste.

The chocolate brand says it has created a cavity-free way to enjoy the unmistakable flavour of Terry’s Chocolate Mint.

Citing a silky-smooth formula that’s safe to swallow, the brand claims its new product builds enamel and delivers chocolate satisfaction with a cooling burst of mint freshness, and it’s set to shake up the nation’s brushing routines.

“Our fans have always dreamed of starting and ending their day with Terry’s Chocolate Mint, and now they can – without upsetting their dentist!” said Terry’s Chocolate spokesperson Lorène Decam.

Designed in a signature Terry’s-inspired tube, the new product is available from 1 April for a very limited time…. if you can find it!

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Gran Luchito’s Taco Bib

Mexican food brand Gran Luchito has unveiled its new Taco Bib, designed to protect its consumer’s clothes from messy spills.

Available to purchase from major UK retailers and gran.luchito.com from £10, the colourful accessory has been created prevent “messy over spillage”, leading to “clothing casualties”.

“At Gran Luchito, we’re passionate about providing all you need to create an authentic Mexican taco experience,” said Gran Luchito managing director Paul Vita.

“Whilst our taco wraps are versatile and allow for maximum flavour possibilities, we’ve witnessed far too many clothing casualties from messy over-spillage.

“We saw a real need for a solution so that people could continue to enjoy tacos in all their messy glory, so we’re proud to have created the Taco Bib – a functional accessory designed to keep your clothes safe while you enjoy your favourite tacos, without the stress that the two can’t go hand in hand.”

Rascals’ singing nappies

Rascals have launched the worlds first singing nappies, in a bid to help parents know when their child needs to be changed.

The baby care brand has introduced “never-before-seen technology”, which allows the new range of nappies to play a catchy jingle when they’re ready for a freshen up. This is designed to send a signal to parents and help to avoid any mishaps.

The new Singing Nappies will be available in retailers nationwide in sizes 0-7 and have an RRP of £7.50 per pack.

Walkers packet colour swap

Walkers has told fans that it is swapping its packaging for its popular flavours Cheese & Onion and Salt & Vinegar crisps.

The snack brand has placed billboards which show the Walkers Salt and Vinegar crisps now on blue packaging and the Walkers Cheese and Onion crisps on green.

It follows many shoppers claiming Walkers once swapped the colours back in the mid-90s, with many referencing a TV advert from Walkers where the two flavours ‘swapped shirts’ at a football match to announce the change.

However Walkers has always maintained such a switch has never happened…. until now.

“Should salt and vinegar crisp packets be blue or green? What side are you on?” said VCCP executive creative director Mark Orbine.

“We loved playing with this long-standing controversy, we’ve created a campaign that taps into nostalgia and the passion of crisp lovers everywhere this April Fools.”

The Gym Kitchen protein tea bags

The Gym Kitchen is taking on the tea giants with the launch of the UK’s first ever High Protein Tea Bags.

The fitness and health brand has unveiled that its latest product will be set to give shoppers “a proper cuppa”, with 50g of protein in every mug.

Launching across all major UK retailers from 1 April, it added tea lovers can now hit their protein goals, one sip at a time, with a choice of English Breakfast or Earl Grey.

Who doesn’t love a good old English cuppa? At The Gym Kitchen we’re all about taking on new categories and we’re tea addicts, so this is our most exciting launch to date,” said The Gym Kitchen founder Segun Akinwoleola.

“We’ve taken a beloved British ritual and made it better, stronger and protein-packed for the ultimate power brew!

“As a challenger brand, we’re not afraid to take on the big brands and our NEW High Protein Tea is set to get kettles boiling across the UK.”