Upmarket retailer’s Japanese-inspired sweet treat combines British strawberries with cream cheese on sweetened bread – and shoppers don’t know what to think
Marks & Spencer has taken a bold leap into uncharted culinary territory with the launch of Britain’s first mainstream dessert sandwich – and it’s already causing uproar among traditionalists.
The £2.80 Red Diamond Strawberry & Creme Sandwich, which hit shelves today just in time for Wimbledon, features fresh British strawberries and whipped cream cheese sandwiched between slices of sweetened white bread.
But here’s the twist that’s got shoppers scratching their heads: despite the name suggesting traditional cream, M&S has opted for cream CHEESE instead – a “savoury twist” that’s proving as divisive as Marmite.
The upmarket retailer is boldly positioning the sweet sarnie alongside its regular lunch offerings, insisting it’s a “game-changing” treat perfect for everything from picnics to courtside snacking at SW19.
Japanese Invasion Hits British High Street
The controversial creation takes inspiration from Japanese “fruit sandos” – a viral sensation that has trendy Londoners queuing outside hipster patisseries from Shoreditch to Hammersmith.
In Japan, these Instagram-worthy treats have been flying off convenience store shelves since the 1920s. Now M&S is betting British shoppers are ready to embrace the East Asian delicacy – albeit with a distinctly British twist.
Our product developers have long dreamed of creating a dessert sandwich,” M&S revealed, adding that with their exclusive Red Diamond strawberries “at their juiciest best,” the time had finally come to unleash their creation on unsuspecting Brits.
The timing is no coincidence. With Wimbledon kicking off next week and strawberries and cream season in full swing, M&S is clearly hoping to cash in on our national obsession with the classic summer combo.
‘All Too Sweet’ Say Critics
Early reviews from food critics have been mixed, to put it mildly. The Evening Standard’s restaurant critic David Ellis admitted he’s usually no fan of M&S food, dismissing most offerings as “posh ready meals” that “miss the mark.”
But even he had to concede the sandwich was “a fine piece of work,” praising the “sweet, juicy and Captain Scarlett red” British strawberries and the “thick and luscious” cream layer.
However, his colleague Josh Barrie was less impressed, declaring it “all too sweet in the end” and lamenting that it made him “long for Japan” rather than celebrate British summer.
“What was missing, of course, was a bitingly acidic glass of Champagne to level it out,” Barrie quipped, suggesting the sandwich might work better as part of a posh picnic than a desk lunch.
The Great Cream Cheese Debate
The decision to use cream cheese instead of traditional double cream has sparked fierce debate among shoppers. While M&S insists it adds a welcome “savoury twist,” purists argue it’s sacrilege to mess with the classic strawberries and cream combination.
“Strawberries and cream cheese is a duo that’s likely to divide opinion,” M&S admitted, though they’re banking on their sandwich-making heritage to win over skeptics.
The retailer has been flogging sarnies since the 1920s and claims to have sparked a “food revolution” in the 1980s with Britain’s first pre-packed sandwich. To date, they’ve shifted a staggering 4 billion sandwiches.
Sweet Success or Sour Grapes?
At £2.80 a pop (or £2.90 in London), the dessert sandwich isn’t exactly cheap – you could buy a whole punnet of strawberries and a pot of cream for less.
But M&S is betting shoppers will pay a premium for the convenience and novelty factor. They’re even pushing a matching Red Diamond Strawberry Lemonade (containing 13 strawberries and one and a half lemons per litre) as the perfect accompaniment.
The sandwich sits proudly in the regular sandwich section, rubbing shoulders with traditional egg mayo and BLTs – a placement that’s sure to confuse hungry office workers looking for their usual lunch.
Britain’s Changing Tastes
Love it or loathe it, the strawberry sandwich represents a broader shift in British eating habits. The “global influence that has made London’s dining scene the best in the world has now filtered into our country’s supermarkets,” as one food writer observed.
From Korean fried chicken to Japanese katsu curry, international flavours have conquered the British high street. Now even our sandwiches are going global.
M&S has form when it comes to controversial Wimbledon tie-ins. Back in 2019, they launched Pink Gin Cream – “extra thick” cream infused with actual booze and raspberries – which divided opinion just as sharply.
Will It Be Game, Set and Match?
As Wimbledon fever builds and picnic season reaches its peak, only time will tell if Britain is ready to embrace the dessert sandwich revolution.
For adventurous eaters willing to shell out nearly three quid for a sweet sarnie, it might just be the perfect addition to their summer spread. For traditionalists who believe sandwiches should stick to savoury fillings, it’s a step too far.
One thing’s certain: in a world of boring meal deals and predictable packed lunches, M&S has certainly served up something to talk about. Whether it’s an ace or a double fault remains to be seen.
The Red Diamond Strawberry & Creme Sandwich is available now in M&S foodhalls nationwide – if you’re brave enough to try it.
