A step too far? Sainsbury’s launches apple crumble sandwich ahead of Christmas
Sainsbury's is set to launch an "apple crumble sandwich" in November, joining a wave of dessert sandwiches that supermarkets have introduced following the viral success of Marks & Spencer's strawberries and cream version. The trend, imported from Japan's "furutsu sando" fruit sandwiches, has proved commercially popular despite provoking mockery on social media, suggesting supermarkets see genuine sales potential in blending sweet puddings with the traditional sandwich format.
The Sainsbury's product reportedly combines brioche bread, fresh apple slices, fruit compote, creme fraiche and crumbled biscuit, and will be sold as a snack within its meal deal range rather than as a main item. It follows M&S's original £2.80 strawberries and cream sandwich, which sold 75,000 units in five days, as well as a newer £3.50 chocolate, strawberry and pistachio version, and Tesco's £3 "birthday cake sando" marking 30 years of its Clubcard scheme. Aldi has previously poked fun at the trend with a mocked-up "carrot and creme" sandwich, while Sainsbury's apple crumble offering will feature in its wider Christmas range alongside fox-shaped bao buns and mince pies for dogs.
- Sainsbury's to launch an apple crumble "dessertwich" in November
- Follows M&S's viral strawberries and cream sandwich trend
- Part of Sainsbury's Christmas range, alongside novelty festive items
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Sainsbury's is preparing to launch an apple crumble sandwich this November, part of its Christmas range. It is the latest in a run of "dessert sandwiches" that UK supermarkets have started selling, a format that puts sweet, pudding-style fillings such as fruit and cream inside sandwich bread rather than the usual savoury options.
The trend took off after Marks & Spencer's strawberries and cream sandwich became a viral hit, selling tens of thousands in its first days on sale. It is inspired by "furutsu sando", a fruit sandwich that has long been popular in Japan. Other supermarkets, including Tesco, have since brought out their own versions, while some, such as Aldi, have poked fun at the idea online even as the format keeps selling well.
The story matters because it reflects how supermarkets compete for attention and sales through viral, talked-about products, especially in the run-up to Christmas when they roll out novelty food items to stand out. It also shows a broader shift in how convenience food is marketed, with social media reaction, whether positive or mocking, feeding into a product's commercial success.