Take a walk down any breakfast aisle, and you'll likely be bombarded with an immense range of sweet spreads, from Nutella and Lotus Biscoff to the delights of Bonne Maman.
But there is a new kid on the block - and it's quickly becoming one of the more popular options.
It is, of course, Marks & Spencer's Custard Cream Spread (£2.50), which since launching in August, has won a legion of devoted fans, some of whom buy up to ten jars at once, while others struggle to get their hands on the regularly sold-out treat.
However, recently, content creator Sunna van Kampen, the London-based owner of health and fitness brand Tonic Health, also known as @tonichealth on TikTok and Instagram, slammed the creation as M&S' 'most baffling bit of "innovation" yet'.
'M&S has so many genuinely great food finds… what were they thinking?' he wrote in a caption after seeing the sugar contents of 44.6g per 100g, adding in his social media clip: 'That should never be anywhere near your life.'
But fans were quick to defend the sweet treat - while others suggested that all spreads of a comparable nature contain a similar amount of sugar.
Yet, is there a superior spread when it comes to making up your toast in the morning? When you're fed up of the obviously healthier options, like certain jams, marmalades or peanut butter, which treat do you reach for?
Below, nutritionists Brenda Heather and Aailyah Nelson (of the online pharmacy The Family Chemist) have revealed which sweet spreads are some of the best to have, and which provide no nutritional benefits at all, and perhaps should be avoided...
BISCUIT SPREADS
Out of the biscuit spreads available at UK supermarkets, it was Lotus Biscoff Smooth Spread that was marked the lowest by nutritionists, while Tesco Smooth Caramelised Biscuit scored the best with a modest three out of five.
Nutritional therapist Lucia Stansbie warned that biscuit spreads usually have a 'substantial amount of sugar and very little fibre and protein'.
But that won't stop fans enjoying their favourites (in moderation, urges the experts!), as M&S create a custard cream version that is taking shoppers by storm.
COOKIES & CREAM
'While cookies and cream options are delicious they are basically a spreadable dessert and should be considered on these terms - a nice and indulgent treat, not an everyday snack,' insisted Lucia.
She added: 'They can be quite high in sugar and contain little fibre, while the milk content doesn’t provide enough protein or calcium to be worth mentioning.'
CHOCOLATE
Many of the chocolate spreads received one or two out of five marks, nutritionally, however SUNFLY Cocoa Sunflower Seed Butter impressed.
Aailyah said: ‘With 76.8 per cent sunflower kernels, this offers more nutritional substance: 19.2g protein and 6.4g fibre per 100g, alongside 2.6g sugar in 15g. A strong option, although its 615 calories per 100g still warrant a measured portion.’
PISTACHIO
Lucia labelled pistachio spreads 'probably the best option', adding: 'Sugar is still the first ingredient, but some spreads can contain up to 30 per cent of nuts contributing to adding more protein, healthy fats and nutrients to the item.'
Both the M&S and Morrisons options scored a strong three out of five for their pistachio content.
HAZELNUT
Lucia said: 'If we are focusing on pure hazelnut butter we can have a good alternative as hazelnuts can contribute to proteins, healthy fats and micronutrients.
'And options such as Waitrose hazelnut crème can be valid as it has 20 per cent hazelnuts, providing more proteins than the average chocolate and hazelnut spread.'
AND THE REST...
M&S PB and J was one of the better rated sweet spreads, according to nutritionists, when it came to other offerings.
Meanwhile, Bonne Maman Caramelised Apple Spread was 'surprisingly sweet', Brenda claimed, adding: 'It shouldn't be treated as equivalent to eating whole fruit.'
The Daily Mail has contacted the various brands for comment.