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UK: The Rise of Strawberries and Cream Sandwiches
Japan Loves Them, and Now They’re in the UK: The Rise of Strawberries and Cream Sandwiches
In the bustling aisles of British supermarkets, a new culinary sensation is turning heads and dividing opinions: the strawberries and cream sandwich. This unexpected treat, inspired by Japan’s beloved “furutsu sando” or fruit sandwich, has made its way across continents, landing in the UK just in time for Wimbledon season. With Marks & Spencer (M&S) and Subway leading the charge, this dessert sandwich—featuring ripe strawberries, whipped cream cheese, and sweetened bread—has sparked a frenzy among foodies, social media influencers, and curious shoppers alike. But what exactly is this sweet sandwich, why is it causing such a stir, and how does it fit into the UK’s culinary landscape? This article delves into the origins, cultural significance, and recent popularity of strawberries and cream sandwiches in the UK, exploring their journey from Japanese convenience stores to British high streets.
A Sweet Surprise in the Sandwich Aisle
On June 25, 2025, Marks & Spencer, a stalwart of British retail, launched its limited-edition Red Diamond Strawberry & Creme Sandwich, priced at £2.80. The sandwich, nestled among traditional lunchtime staples like ham and cheese or ploughman’s, caught shoppers off guard. Comprising juicy British Red Diamond strawberries, a thick layer of whipped cream cheese blended with crème fraîche, and fluffy brioche-style sweetened bread, it’s marketed as a “game-changing” treat inspired by Japanese fruit sandos. M&S’s bold move marked the first time such a dessert sandwich became widely available on UK supermarket shelves, a departure from the niche offerings of Japanese bakeries in London’s trendiest neighborhoods.
Not to be outdone, Subway, the American fast-food giant, announced its own limited-edition Strawberries & Cream Sub just days later, timed perfectly for Wimbledon week. Available for free on a single day at select UK locations, including Wimbledon, the sub features clotted cream, strawberry purée, fresh strawberries, and Italian white bread. This unexpected twist on a classic British summer dessert has fueled what some are calling a “sandwich war” between two high-street heavyweights, each vying to capture the public’s imagination with their take on this Japanese-inspired delicacy.
The timing couldn’t be more apt. Strawberries and cream are synonymous with Wimbledon, the iconic tennis tournament where spectators have savored the dessert since the 1800s. With the 2025 tournament underway, the sandwich taps into a wave of nostalgia while introducing a novel format that challenges British sandwich norms. Social media platforms, particularly TikTok, have amplified the buzz, with hundreds of thousands of views and countless reviews from reporters and influencers sampling the sandwich on camera. But while some hail it as a “100000/10” and the “best sandwich ever,” others are less convinced, with one shopper fuming on X, “What is this nonsense!!!! Strawberries and cream… ruined by slapping it between bread.”
The Japanese Roots of the Fruit Sando
To understand the strawberries and cream sandwich, one must first look to Japan, where the furutsu sando has been a staple for decades. The fruit sandwich, or “fruit sando,” traces its origins to the early 20th century, when luxury fruit shops near major train stations and business districts in cities like Tokyo, Kyoto, and Osaka began opening café-style parlors. These parlors served fruit parfaits, shortcakes, and the iconic furutsu sando, showcasing the pristine, high-quality fruit that Japan is renowned for. The “ichigo sando” (strawberry sandwich) became particularly popular, featuring ripe, uniform strawberries, mascarpone or whipped cream, and shokupan—a fluffy, milk-enriched white bread with a cake-like texture.
In Japan, fruit sandos are more than just a dessert; they’re an art form. The sandwiches are meticulously crafted, with fruit arranged in precise, visually appealing patterns—often floral or geometric—visible when sliced. The crustless, square-edged slabs of shokupan encase vibrant bands of strawberries, kiwi, peaches, or grapes, creating a treat that’s as photogenic as it is delicious. This emphasis on aesthetics has made the furutsu sando a social media darling, with Western tourists flocking to Japanese convenience stores like 7-Eleven to snap photos and share their finds on TikTok and Instagram.
Shuko Oda, chef at Koya restaurant in London, explains that fruit sandwiches typically use sweetened, soft, spongy bread filled with whipped cream and fruit, with strawberries and clementines being the most common. The combination of creamy, sweet, and tart flavors, paired with the pillowy texture of shokupan, creates a harmonious balance that has captivated Japanese palates for generations. The sandwiches are a staple in “konbini” (convenience stores), where variations with kiwi, mango, or mixed fruits are also popular.
The furutsu sando’s rise to global fame began in the 2010s, fueled by social media and the growing popularity of Japanese cuisine worldwide. By 2025, the trend had reached a fever pitch, with Japanese bakeries in cities like London, New York, and Sydney offering their own takes on the dessert sandwich. In the UK, establishments like Agit, a Newcastle café, have been serving strawberry sandos since June 2023, priced at £4 and made fresh with whipped cream and crustless white bread. However, M&S’s mass-market offering marked a turning point, bringing the fruit sando from niche patisseries to mainstream supermarket shelves.
A British Twist on a Japanese Classic
M&S’s Red Diamond Strawberry & Creme Sandwich is not a direct replica of the Japanese ichigo sando but rather a British adaptation. The sandwich uses Red Diamond strawberries, a variety known for their sweetness and juiciness, grown in Kent and celebrated as a highlight of the 2025 UK strawberry season. Instead of mascarpone or whipped cream, M&S opted for a blend of full-fat soft cheese and crème fraîche, creating a mousse-like filling that balances the tartness of the fruit. The bread, described as brioche-style and lightly sweetened, deviates from the traditional shokupan but complements the filling, avoiding the sogginess that some skeptics feared.
Reviews of the M&S sandwich have been mixed but largely positive. The Independent described it as “creamy and fresh-tasting,” with the strawberries as the “star of the show.” The brioche bread was praised for perfectly complementing the filling, though some noted its richness made it a substantial snack. The Telegraph’s reviewer appreciated the balance of soft, chewy bread, creamy filling, and tangy fruit, though they lamented the inclusion of crusts, a departure from the Japanese style. Wales Online’s reviewer found the sandwich “delightful” but “sickly” by the end, suggesting it might be better served in smaller, finger-sized portions.
Subway’s Strawberries & Cream Sub, by contrast, leans into a more indulgent profile, with clotted cream and strawberry purée adding a decadent twist. Available at select locations like Wimbledon and Birmingham, the sub’s limited rollout created a sense of urgency, with only 100 free 6-inch subs offered per store. While Subway’s version aligns with the Wimbledon theme, it’s less rooted in the Japanese tradition, prioritizing bold flavors over the delicate presentation of a true furutsu sando.
The Cultural Clash: Sandwiches as Dessert?
In the UK, sandwiches are synonymous with savory fillings—think coronationmaking them a bold choice for a dessert-inspired treat. The idea of a sweet sandwich challenges deeply ingrained culinary norms, as one X user quipped, “Never ever has someone eaten strawberries and cream and thought, you know what would go nice with this [bread].” Yet, the concept isn’t entirely foreign. Some older Britons recall eating strawberry sandwiches with bread and butter in the 1930s, and in Northern Ireland, sweet sandwiches with fruit or even Mars bars are not uncommon. Still, the M&S and Subway offerings have sparked debate, with some calling them “puke-inducing” while others are intrigued by the novelty.
The strawberries and cream sandwich taps into a broader trend of embracing unconventional food pairings. The UK is no stranger to bold sandwiches, from the chip butty (fries in buttered bread) to coronation chicken. However, a 2020 University of Leeds study suggests that familiar foods—like sandwiches—elicit stronger emotional reactions when paired in unexpected ways, explaining the polarized responses. The Wimbledon connection adds another layer of appeal, as strawberries and cream evoke summer traditions, making the sandwich a timely marketing coup.
The Price Controversy
While the flavor of the M&S sandwich has divided opinions, its £2.80 price tag has sparked outright fury. Many shoppers feel it’s exorbitant for what is essentially half a sandwich, with one commenting, “£2.80 for half a sandwich is daylight robbery.” The packaging, described as vibrant and summer-ready, and the sandwich’s placement in the sandwich aisle rather than the dessert section, may contribute to the perception that it’s overpriced for a snack. In contrast, Agit’s £4 sando in Newcastle offers two sandwiches and more strawberries, suggesting that authenticity and portion size matter to some consumers.
M&S defends the price, emphasizing the quality of its Red Diamond strawberries and the innovation behind the product. The retailer, which has sold four billion sandwiches since the 1920s, sees the dessert sandwich as a culmination of its long-standing expertise, with product developers dreaming of such a creation for years. The limited-edition nature of the sandwich, coupled with its viral appeal, has made it a top seller within days of its launch, proving that novelty can outweigh cost concerns for many.
A Global Trend with Local Flair
The strawberries and cream sandwich is part of a broader global fascination with Japanese cuisine, from sushi to ramen to katsu sandos. The furutsu sando’s visual appeal and unique flavor profile have made it a favorite among food influencers, with TikTok driving its popularity in the West. In Japan, convenience stores offer a variety of fruit sandos, including kiwi, orange, and mango, while vegan options like those at Tokyo’s Hatoya café incorporate red bean or mango. The UK’s adoption of the trend reflects a growing openness to international flavors, though purists argue that M&S’s crust-on, brioche-based version lacks the finesse of a true ichigo sando.
Subway’s entry into the fray adds a competitive edge, with its free giveaway generating buzz in cities like Liverpool and Bristol. The chain’s decision to limit the sub to select locations mirrors the exclusivity of Japanese konbini, where scarcity fuels demand. Both M&S and Subway have capitalized on the Wimbledon connection, positioning their sandwiches as ideal for picnics, afternoon teas, or courtside snacks.
The Future of Sweet Sandwiches
The strawberries and cream sandwich may be a limited-edition offering, but its rapid success suggests that sweet sandwiches could become a lasting trend in the UK. Food writers have long experimented with sweet-savory combinations, from peanut butter and banana to lemon curd and mascarpone with strawberries. The Telegraph posits that other fruits like kiwi, peach, or banana could follow, potentially sparking a “dessert sandwich” revolution. However, challenges remain, such as preventing soggy bread and balancing sweetness without overwhelming the palate. As one reviewer noted, a glass of Champagne might be the perfect acidic counterpoint to the sandwich’s richness.
For now, the strawberries and cream sandwich is a cultural bridge between Japan’s meticulous food artistry and Britain’s love of tradition with a twist. Whether it’s a “Grand Slam” or a “total flop,” as the Daily Mail put it, the sandwich has undeniably captured the public’s imagination. As shoppers flock to M&S and Subway, and social media continues to buzz, the furutsu sando’s journey from Japanese konbini to British high streets is a testament to the power of food to surprise, delight, and spark debate.
Conclusion
The strawberries and cream sandwich is more than a quirky dessert; it’s a symbol of culinary globalization, blending Japan’s aesthetic precision with Britain’s summer nostalgia. Its arrival in the UK, spearheaded by M&S and Subway, has ignited a conversation about what a sandwich can be, challenging conventions and inviting experimentation. Whether you’re a skeptic or a fan, one thing is clear: this sweet, creamy, strawberry-filled creation is here to stay—at least until the strawberries run out.
Sources:
- BBC News, June 28, 2025
- AOL, June 28, 2025
- BBC Bitesize, June 27, 2025
- Faharas News, June 28, 2025
- The Standard, June 25, 2025
- The Independent, June 26, 2025
- Daily Mail Online, June 25, 2025
- The Telegraph, June 25, 2025
- Daily Mail Online, June 26, 2025
- Cambridgeshire Live, June 26, 2025
- Daily Record, June 26, 2025
- London Business Magazine, June 26, 2025
- Wales Online, June 27, 2025
- Express.co.uk, June 25, 2025
- The Independent, June 26, 2025
- Chronicle Live, June 28, 2025
- LBC, June 27, 2025
- National World, June 26, 2025
- The Telegraph, June 26, 2025
- Glasgow Live, June 26, 2025
- Mirror Online, June 26, 2025
- The Mirror, June 25, 2025
- CNN, June 11, 2025
- Famous Campaigns, June 26, 2025
- Posts on X, June 28, 2025
Paul (Poison Fish) Manjyu Woodman
