M&S Launches First-Ever Dessert Sandwich Inspired

M&S has just dropped one of its most exciting summer treats yet and it’s not what you’d expect from your usual lunch aisle. For the first time ever, they’ve launched a dessert sandwich, inspired by a viral Japanese snack that’s been taking social media by storm.

And yes, it features strawberries. Big, bold British ones.

What It Is

The new Strawberries & Creme Sandwich from M&S is a limited-edition summer treat made with:

Fluffy sweetened bread
Lightly whipped cream cheese
M&S’s famous Red Diamond™ strawberries

If you’ve seen sweet “sandōs” online soft white bread filled with fresh fruit and cream in Japan, this is M&S’s take on the trend. It’s a strawberries-and-cream dream, conveniently packed like your usual sandwich.

The product is available now in M&S Foodhalls across the UK and costs £2.80. Just look for the colourful, summer-style packaging in the sandwich section.

So What? Insights

East meets West: M&S is bringing a popular Japanese dessert trend into the UK high street food scene, showing how global food trends are shaping British shelves.
Seasonal produce, smart timing: With Wimbledon just around the corner and British strawberries at their best, this launch cleverly taps into the nation’s love of summer strawberries.
Dessert in disguise: This may look like a lunch item, but it’s really a treat. Expect to see more sweet-savoury hybrids hitting shelves if this one takes off.

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Key Implications

Retail innovation is getting playful
As traditional sandwich sales stay steady, retailers are now using the format to sell sweet items too, blurring the lines between dessert and lunch.
The ‘TikTok effect’ is real
Japanese-style dessert sandos have gone viral online. M&S’s launch shows how fast brands now react to internet food trends.
A boost for local farms
With Red Diamond™ strawberries being a hero ingredient, British farms could see even more attention and demand for high-quality, seasonal produce.

Practical Takeaways

Try it while it lasts
This is a limited-edition release, so if you want to try it, don’t wait.
Pair it with your picnic
It’s a perfect addition to any summer picnic, sweet, refreshing, and easy to carry.
Look for similar launches
If this performs well, other supermarkets might follow with their own dessert sandwich versions.

Final Thoughts

M&S’s dessert sandwich might sound quirky, but it shows just how creative and fast-moving the world of supermarket food has become. By blending British strawberries, Japanese inspiration, and a classic sandwich format, they’ve created a product that’s Instagrammable, snackable, and full of summer flavour.

So if you’re heading to an M&S Foodhall anytime soon, skip the boring egg mayo and treat yourself to a Strawberries & Creme Sandwich instead. You might just find your new favourite summer bite.

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