Shoppers have been left feeling rather baffled after M&S revealed a spooky new product just in time for Halloween.
In a post on social media, M&S showed off some limited edition apples with a 'ghoulishly' terrifying twist.
But shoppers have been left with a lot of questions over the fruit with blood-red flesh hidden inside.
Taking to Facebook, M&S said: "These are not just any apples. These are ghoulishly good M&S red-fleshed apples.
"Bite into the skin of these healthy Halloween treats to reveal the bright-red flesh hidden inside. In store now."
The image shared with the post shows the apples cut in half, revealing bright-red insides.
It's garnered a lot of attention, with over 2,000 likes and numerous comments.
While shoppers were keen to try the quirky apples, others couldn't quite believe they were real and queried if it was a prank.
One person wrote: "If it wasn’t October I would think this was a April Fool?!!!"
Another wrote: "Are these a different apple or are they just pumped with food colouring?"
M&S has since confirmed no food colouring is inside the apple and instead it is just a "different variety of apple with red flesh".
A number of shoppers went out to buy some and shared their honest thoughts, with some suggesting that the apple in the picture had been "enhanced" as the flesh didn't look quite as deep red in person.
An unimpressed customer branded them a "gimmick" stating: "Have tried these, they're maybe not as dark as in the picture but they weren't good, weren't a nice texture or flavour, just a gimmick really."
Another added: "They have over-exaggerated the colour of the flesh!"
However not everyone was disappointed with their purchase, a number of people really loved the apples.
"Bought some today in M&S. Just going to put them on here but you beat me to it. They are lovely," replied one.
A second commented: "I got some yesterday and I’m already hooked. They are so good."
