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.