# App-Reserved Bakery Surprise Bags Marks & Spencer Offers M&S Bakery Surprise Bag By Ellen Smith | Written with AI assistance | Published 2026-09-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/bakery-surprise-bag References: [instagram](https://www.instagram.com/p/DdRTZwiGuJo/)  [Marks & Spencer](https://www.trendhunter.com/trends/marks-spencer-dessert-sandwich) introduced the M&S Bakery Surprise Bag, a grab-and-go bakery pack offered through Too Good To Go that lets shoppers reserve and pick up a surprise selection of bakery items via the app. The offering is presented as a surprise bag of iconic treats and is positioned to move bakery items at the end of the day. The bag is available from over 350 in-store bakeries and is part of M&S’s Plan A mission to [reduce food waste](https://www.trendhunter.com/trends/great-british-bin-juice). Shoppers reserve a bag on the app and collect it in store, with availability described as limited to what remains that day. For consumers this creates an urgent, convenience-forward way to take home bakery goods while helping cut waste. The pairing of an established retailer with a food-rescue platform highlights a practical route to curb surplus bakery inventory and support sustainability goals. Image Credit: M&S ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 49% | Activity: 42% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **App-reserved Surplus:** Mobile reservations for unsold food create new value from perishable inventory while giving consumers a convenient, time-sensitive way to access discounted products. - **Surprise-driven Value:** Mystery assortments add excitement to routine grocery purchases and help retailers repackage excess stock as a discovery-based customer experience. - **Retail Food Rescue:** Partnerships between grocers and food-waste platforms turn sustainability goals into practical customer-facing services with measurable inventory benefits. ### Where This Applies - **Grocery Retail:** Supermarkets can use digital surplus programs to reduce shrink, improve end-of-day sell-through, and strengthen sustainability positioning. - **Bakery:** Fresh bakery operators gain a flexible channel for monetizing unpredictable leftovers without undermining full-price daytime sales. - **Foodtech:** App-based marketplaces that connect surplus food supply with nearby demand are expanding the role of software in waste reduction and local commerce. ## Related on Trend Hunter - [Pop-Up Airport Grocery Experiences](https://www.trendhunter.com/trends/tesco-back-from-holiday-shop.md) - [Shareable Confectionery Treat Ranges](https://www.trendhunter.com/trends/stockleys-treat-bag.md) - [Retro Dessert Menu Offerings](https://www.trendhunter.com/trends/summer-of-79-menu.md) - [Quick-Serve Bakery Retail Shops](https://www.trendhunter.com/trends/bitesize-greggs.md) - [Chocolate-Branded Bakery Treats](https://www.trendhunter.com/trends/instore-bakery-treats.md) - [Convenient Cake Dessert Boxes](https://www.trendhunter.com/trends/little-big-cake-bento-boxes.md)