Tesco unveils controversial birthday cake-flavoured sandwich following M&S backlash
Tesco’s Birthday Cake Sandwich Sparks Backlash: Sweet Treat or Sugar Overload?
Just two months after Marks & Spencer’s strawberries and cream sandwich stirred controversy, Tesco has entered the unconventional lunch race with its own sweet twist: a limited-edition birthday cake-flavoured sandwich.
The new product features soft, brioche-style bread filled with a swirl of cream cheese icing, colourful sprinkles, and a layer of strawberry jam—evoking the familiar taste of a Victoria sponge cake but repackaged in sandwich form.
Available from today in 1,000 Tesco stores across the UK, the sandwich will be on shelves for only four weeks. While it can’t be bought online, customers can purchase it for £3 on its own, as part of the £4 meal deal, or for a discounted £3.60 with a Clubcard.
Despite only just hitting stores, the sandwich has already ignited debate on social media. One user on X (formerly Twitter), @TheTradCatMan, dubbed it a “diabetes sandwich,” while another, Dr Helen Ingram (@drhingram), posted a photo of the product alongside the caption: “What horror is this?”
Tesco’s launch follows the uproar caused by M&S’s strawberries and cream sandwich, which debuted during the Wimbledon tennis tournament in June. Inspired by Japanese “sandos”—dessert-style sandwiches made with fluffy shokupan bread and filled with fresh fruit—the M&S version included sweetened bread, whipped cream cheese, and sliced strawberries.
Although M&S classified its product as a sandwich, critics argued it was more cake than lunch, citing its sugar-heavy bread. This raised questions about its VAT classification. While most food items in the UK are zero-rated for VAT, sweet treats like cakes and biscuits attract a 20% tax.
Tesco, however, maintains its offering is a sandwich, made with brioche-style bread and following the same limited-edition template.
Whether this trend of dessert-disguised sandwiches continues remains to be seen, but one thing is clear: the line between lunchtime snack and sugary indulgence is getting increasingly blurred on British supermarket shelves.
Sweet Treat or Gimmick?
Tesco’s birthday cake-flavoured sandwich is part of a growing trend among UK supermarkets experimenting with hybrid food concepts to stir interest and social media buzz. Following the controversial M&S strawberries and cream sandwich, Tesco’s version pushes the boundaries of what can reasonably be called a “sandwich,” raising questions not just about taste, but about nutritional value and classification.
While such novelty items are designed to be eye-catching and conversation-starting, they also reflect a strategic attempt to boost foot traffic and capture younger consumers through limited editions and Instagrammable food. However, the backlash—fueled by concerns over sugar content and the blurring line between snack and dessert—highlights the delicate balance retailers must strike between creativity and credibility.
With VAT rules and consumer health consciousness in play, these sugary sandwiches may be sweet on the outside but come with a bitter bite of controversy.