Red Diamond strawberries are in the spotlight as M&S dessert sandwich sends social media into a frenzy ahead of Wimbledon
A strawberries and cream sandwich launched by M&S in the run up to Wimbledon has gone viral on social media in a surprise PR stunt ahead of peak UK berry season.
The limited edition sandwich, which the retailer said is inspired by the viral Japanese fruit ‘sando’, is made with sliced Red Diamond strawberries supplied by Scottish firm Angus Soft Fruits, on a layer of cream cheese and sweetened bread.
“It may look like a dessert but you’ll find this exclusive treat at home with the rest of our sandwiches,” the retailer said on social media.
Writing on LinkedIn, managing director for M&S Food, Alex Freudmann, hailed the new “summer viral icon”. “Judging by the media and social media today, this may have already turned into a summer viral icon. Well done to the M&S Food product development team for creating something so new and so delicious - just in time for Wimbledon,” he said.
After trying the sandwich, managing director of FPJ parent company Fruitnet Media International, Chris White, said it tasted “better than expected”. “I quite liked it. It wasn’t crazily sweet and I would buy again,” he said. “The berries were sweet, the cream they were in wasn’t, which is why it worked for me. It reminded me of things I’ve eaten in Asia.”
With coverage mounting in the Daily Mail, the Independent and The Times, social media is awash with reviews and unboxing videos.
One TikToker said “M&S, you’ve slayed again”, while an account called Man Behaving Badly apologised for a former post criticising the sandwich and said: “The experience was definitely up there with my wedding day, the births of my kids, and Arsenal Women winning the Champions League last season.”
Other consumers have noted the underwhelming amount of fruit and the high price – the sandwich is on sale for £2.80, which is more than a 300g punnet of strawberries in the same store.
Business Live has begun a more financial debate asking whether the retailer will have to pay 20 per cent VAT if the sandwich is classed as confectionery, as opposed to the zero-rated sandwich category.
