Asda rescues desperate dad with 3kg of doughnut jam after pregnant wife kept eating only the filling
‘Please, I beg you, save this dad to be from going insane.’
A pregnant woman’s craving for donut filling prompted her husband, Jay, to ask Asda for help — and the company sent him a whole tub of jam. The Instagram account of The Archbishop of Banterbury🇬🇧 (@thearchbishopofbanterbury) shared screenshots of Jay’s conversation with a customer service representative. He explained that his wife kept splitting donuts open and licking out the jam, leaving him with “dead donuts.” His plea resulted in a 3kg (6.6-pound) tub of the filling, which he said had a three-day shelf life. The Instagram post from September 30, 2026, received 75,700 likes and 373 comments.
Stuck in a jam
“Hello dear Asda, I am losing my mind and, quite frankly, taking an ear bashing from a pregnant mrs due to my inability to find a very particular thing,” Jay told Asda’s representative Rachel and added that his wife had developed an intense craving for the jam inside donuts. She, he said, was buying donuts, splitting them in half, and licking the jam, leaving him with “dead donuts.” He asked the representative if there was any chance that the company could offer him some jam without the donuts. "Please, I beg you, save this dad to be from going insane," he pleaded in the message, clearly at his wit's end. Rachel contacted the buying team to see what they could do about the matter.
One step away from going insane
Fast forward to a few text messages in the conversation, the company sent him a huge tub with 3kg of the particular donut jam he had requested for his pregnant wife. Accompanying the tub was a note with the message, “Please find enclosed Asda Jam as requested… Enjoy!” The note listed the ingredients, instructed him to keep the jam refrigerated, and stated ‘Allergens: No Risk’ and “please keep refrigerated.” Meanwhile, Rachel wished the family well and joked that he should get ready for sleepless nights. He also noted that he was willing to gift a box of donuts, be it anywhere in the UK, if Rachel would handle this. She, however, did not respond to that.
Pregnancy cravings are common, although they vary from person to person. A 2024 study published in BMJ Open surveyed 500 women in Jordan and found that 75.4% reported food cravings during pregnancy, with sweet and salty foods among the most commonly craved items. Most commonly craved items included chocolate, fruit, fruit juices, and sweet treats like ice creams and desserts. The researchers have proposed several explanations for pregnancy cravings, including hormonal changes, nutritional needs, and cultural influences. However, this study did not establish what causes them.
This is true customer service
On Jay's (u/BrotherBon3s) Reddit post, the internet cooked up humorous scenarios about the whole situation. u/desbos joked, “The kid’s going to be alright, with a dad like that!” u/senorbirdman said, “If it's a girl, she'll have to be named Rachel now.” u/Chargam3r instructed, “Freeze the jam in ice cube molds so it lasts longer (6-12 months!) Hope the wife enjoys every bit of it!”
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