Marks & Spencer has stirred up a delightful buzz just in time for Wimbledon with the launch of its first-ever dessert sandwich, the limited-edition Red Diamond Strawberry & Creme Sandwich. Priced at £2.80, this innovative creation combines juicy British Red Diamond strawberries with light whipped cream cheese, all nestled between fluffy, sweetened brioche-style bread. The sandwich takes inspiration from Japanese "sweet sandos," a trendy fruit sandwich that has captivated food lovers in Japan and recently in London.
This new offering from M&S is not just any sandwich; it represents a fusion of cultures and a fresh take on a classic British summer favourite. Strawberries and cream have long been synonymous with Wimbledon, a tradition dating back to the Tudor era, when strawberries and cream graced the tables of Henry VIII's royal banquets. The All England Club famously serves strawberries picked fresh each morning from the family-run Hugh Lowe Farm in Kent, a practice that underscores the event's commitment to quality. This year, Wimbledon announced a slight price increase for their strawberries and cream, raising the portion cost from £2.50 to £2.70 for the first time in 15 years, reflecting rising event costs.
Against this backdrop, M&S’s dessert sandwich offers a novel way to enjoy the quintessential summer flavour. The retailer’s food innovation team has crafted the sandwich to be a perfect accompaniment for alfresco lunches, picnics, afternoon teas, or even courtside snacks during the tournament. With the sandwich now available in hundreds of M&S food halls nationwide, customers have been quick to share their enthusiasm. One delighted customer on Instagram rated it a "100000/10," declaring it the "best sandwich ever," while another exclaimed, "I might have to treat myself to one on the way to work tomorrow." The social media response has been overwhelmingly positive, with over 16,000 likes on the announcement within just three hours.
The sandwich’s inspiration from Japanese sweet sandos is more than just a nod to an exotic culinary trend. These fruit sandwiches originated in Japan's luxury fruit shops near train stations in the early 1900s, where high-quality fruits were incorporated into desserts like parfaits, shortcakes, and sandwiches to make them accessible to the public. London’s trendiest Japanese patisseries have recently seen queues for these sweet fruit sandwiches, prompting M&S’s product developers to bring their own version to British consumers.
What sets the M&S Red Diamond Strawberry & Creme Sandwich apart is not only its flavour but its craftsmanship. Food writer Xanthe Clay described it as a substantial sandwich, nearly twice the thickness of regular M&S sandwiches, with brioche-style bread cut nearly 2cm thick. Unlike traditional Japanese sandos, the crust is left on, adding to its rustic charm. Clay praised the sandwich for its perfect balance of soft, slightly chewy bread, creamy filling, and tangy, just-firm-enough strawberries, noting that it avoids the sogginess that can plague fruit sandwiches. The cream cheese filling has a cheesecake flavour, lending a richer taste than the simple cream typically paired with scones.
Interestingly, despite being dessert-like, the sandwich is relatively low in sugar, containing less than 10 grams per pack. This is only 6 grams more than an M&S BLT sandwich and 8 grams less than a small slice of Victoria sponge cake, making it a lighter indulgence for those mindful of their sugar intake. This balance of indulgence and restraint may explain why some customers have likened it to "cake on the go" or "Victoria Sponge Cake for lunch."
Marks & Spencer’s history with sandwiches stretches back over a century, having first sold freshly made sandwiches in the 1920s and expanding into pre-packed sandwiches in the 1980s. To date, the retailer’s food halls have sold an astonishing four billion sandwiches. This new dessert sandwich adds a fresh chapter to that legacy, combining innovation with tradition.
The timing of the launch couldn’t be better, coinciding with Wimbledon starting on June 30, 2025. The sandwich is positioned as an ideal summer indulgence, whether enjoyed during a picnic, afternoon tea at home, or as a sweet courtside snack. M&S even suggests pairing it with a sip of their Rockferne English sparkling rosé for the perfect alfresco experience.
While Wimbledon remains one of the few sporting events that allow fans to bring their own food and drink, including alcohol, many spectators will no doubt be tempted by the freshness and quality of the strawberries served on-site. The All England Club sells around 140,000 punnets of strawberries annually, and the recent price increase is expected to generate an additional £28,000 this year, underscoring the tournament’s economic scale and the enduring popularity of this classic treat.
Meanwhile, M&S continues to recover from a challenging period following a cyber attack that temporarily disrupted its online ordering system. The successful launch of the Red Diamond Strawberry & Creme Sandwich, along with other new products like the Punishment Juice green smoothie, signals a positive turn for the retailer. The enthusiastic customer response and social media engagement suggest that M&S’s food innovation efforts are resonating well with shoppers.
In a summer filled with traditional favourites and new culinary twists, M&S’s dessert sandwich offers a unique way to enjoy the season’s best strawberries. Whether you’re a Wimbledon fan, a picnic aficionado, or simply someone with a sweet tooth, this strawberry and cream sandwich promises a fresh, delicious experience that’s both nostalgic and novel.
