The Curious Rise of the Strawberry Sandwich at M&S
Have you heard about this new twist on an old classic—M&S’s strawberries and cream sandwich? I spotted it near the sandwich fridge the other day, wrapped up in meal-deal packaging like any old tuna mayo or BLT, but when I looked closer, I realized it was... strawberries. In a sandwich. And not just any sandwich—this one’s inspired by the Japanese “fruit sando,” a viral social media favorite that’s now made its way from Tokyo bakeries to high streets across the UK.
Now, if you're not familiar, the Japanese fruit sando is a thing of beauty. It’s made with soft, fluffy milk bread—think something sweeter and cloud-like—and filled with whipped cream and fresh fruit. Often strawberries, but sometimes kiwi, pineapple, or even clementines. In Japan, it’s both a snack and a dessert, sold in convenience stores and elegant patisseries alike. It’s dainty, aesthetic, and perfect with a cup of tea. They even cut it to display the fruit perfectly in the cross-section. It’s not just food—it’s art.
So it’s no surprise M&S, known for occasionally veering into novelty territory, would jump on the trend. Their limited-edition version uses whipped cream cheese, sweetened bread, and fresh strawberries—an attempt to bring a bit of kawaii culture to Britain’s often stodgy sandwich scene. And, apparently, it's been flying off the shelves.
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But as much as people are curious about the taste, there’s been a surprising amount of buzz about the sandwich’s tax status . No joke. Some accountants are debating whether it counts as a sandwich or confectionery. That matters because of VAT: most sandwiches are zero-rated, meaning no VAT. But if this sweet treat is classified as confectionery, that could mean 20% tax. It’s a weirdly British problem, echoing the age-old “Jaffa Cake” debate—cake or biscuit?
And this isn’t just legal nitpicking—people on LinkedIn, of all places, are posting about it. Lawyers and tax consultants are weighing in on whether it’s “absurd” to consider something sold as a sandwich... not a sandwich. Because if you can hold it with your fingers, it fits the criteria for a “sweetened prepared food,” which might bump it into the taxable bracket. Who knew a snack could end up in court?
Some, of course, are rolling their eyes. One person even joked that anyone buying this “monstrosity” should be charged 100% VAT just for the crime against British food tradition.
And honestly, I get it. For those of us who grew up on jam sandwiches or banana on toast, fruit between bread isn’t that alien. But to actually see it merchandised like a cheese and pickle sarnie in the chiller at M&S? It feels... off. And yet, somehow, completely on-trend.
M&S seems to be leaning hard into TikTok territory lately—first with viral cookies, now this. Maybe they’re hoping Gen Z will grab one for the train ride home, documenting the moment for their followers. But I can’t help wondering: are we evolving the sandwich... or just playing with our food?
Still, I’ll probably try it. Just once. Out of curiosity. And because deep down, part of me really wants to know if strawberries and cream belong between two slices of bread.
Spoiler: they just might.
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