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:
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Fluffy sweetened bread
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Lightly whipped cream cheese
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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
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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.
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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.
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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
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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
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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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