‘This isn’t S&M!’ M&S shoppers left blushing over ‘naughtiest ever’ chocolates in time for Valentine’s Day

M&S has taken a bold step this Valentine's Day, launching a range of chocolates that's causing quite the stir on social media and beyond. 

Dubbed their "naughtiest ever," this collection isn't your typical box of heart-shaped sweets. 

Instead, it features an array of cheekily designed chocolates, including ones shaped like lips, an aubergine, a cherry, and a peach. 

While the shapes might seem innocent, the aubergine emoji is often associated with male genitalia, and a peach is often used to represent a bum.

But the piece de résistance is undoubtedly the 'I Looong For You' chocolate sausage dog, alongside Peachy Walnut Whips and Shucks You're Amazing chocolate oysters, each eliciting blushes and chuckles in equal measure.

The promotion of the cheeky collection was just as playful, with M&S sharing a video on their Instagram page that showed a woman luxuriating among red silk sheets, suggestively eating the chocolates. 

The post, filled with innuendo, teased, "Warning: the following video contains extreme levels of cheese (…not that kind!) and chocolate.

"Our naughtiest range ever deserved a naughty-ish vid right? 👀😂 Introducing the perfect gifts for Valentine’s Day.

"And get ready to put your phone away cause things are about to get TASTY around here. From oysters to whips and not forgetting an 🍆 or two (who are we to judge 😉).

"So slip into something a little more comfortable and tuck right in 😝 (yes ok, we mean eating chocolate on the sofa in your pyjamas. Pop the kettle on too while you’re at it!)"

This tongue-in-cheek approach received a plethora of reactions from the shoppers with a few feeling rather scandalised. 

While many found the humor refreshing and hilarious, dubbing the campaign as "brilliant" and even playfully suggesting M&S should stand for "S & M," not all feedback was in jest.