Marks & Spencer has quietly begun removing one of its fizzy Percy Pig lines from shelves, leaving some loyal customers dismayed after failing to find it in stores.

One shopper said they were “in turmoil” after searching for the drink online and in branch, prompting M&S to reply that it was no longer showing as in stock and “might be phasing it out”.

The customer later said they had found a few reduced packs locally and were relieved to stock up.

The product in question is the Percy Pig Phizzy Fruit Juice Drink, a fizzy blend of apple and grape juice and spring water that has long traded on the brand’s no artificial colours or flavourings message.

In a statement, M&S said it was “constantly innovating and refreshing” its Food range and that it continued to listen to customer feedback when reviewing future lines. The retailer also pointed out that it still sells more than 30 Percy Pig products, including the grape, apple and raspberry juice drink and the original fruit gums.

The move will sting fans who have followed Percy Pig’s frequent makeovers over the years.

M&S has already retired the Percy Pig Phizzy Chews as part of a confectionery overhaul last year, while new variants such as Percy Pig Phizzy Pigtails remain on sale in different pack sizes.

A recent taste test by GB News found the relaunched Reversy Percy divided opinion, with some tasters enjoying it and others saying the classic version was still superior.

Percy Pig has also sat at the centre of broader debates about branding and ingredients, with critics in the past questioning how products marketed as fruit-led sweets are presented to shoppers.

Even so, the character remains one of M&S Food’s most recognisable franchises, and the company continues to launch seasonal spins such as Halloween-themed Percy treats while investing heavily in its London stores. For now, though, fans of the fizzy drink are being left to hope that the disappearance is temporary rather than permanent.

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