Tesco has launched a limited-edition birthday cake sandwich to celebrate 30 years of its Clubcard scheme – and the sweet treat is already dividing opinion online.
Dubbed the “soiree sandwich,” the £3 offering features strawberry jam, soft cheese, vanilla frosting and colourful sprinkles between brioche-style white bread.
It’s available in 1,000 stores for the next four weeks and can be picked up as part of Tesco’s £4 meal deal.
The retailer’s unconventional item packs 31g of sugar and 8.4g of saturated fat – the equivalent of 35% and 42% of an adult’s recommended daily intake, respectively. Nutritional concerns aside, the sandwich has already gone viral on TikTok, with users comparing it to an elevated jam sandwich.
But not everyone is on board. Reddit users branded the launch “a crime,” with one commenter joking: “The Earl of Sandwich is rolling in his grave.”
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Speaking to the Telegraph, Tesco’s brand manager Violaine Barthe said the launch was inspired by the popularity of sandwiches among Clubcard shoppers.
“With 3.1 million sandwiches sold in Tesco each year, sandwiches make up a big proportion of Clubcard purchases. The birthday cake sandwich is a celebration not to be missed,” she added.
The move comes just weeks after M&S sparked similar buzz with its strawberry and cream ‘sando’, which ignited a social media frenzy – and a VAT row.
Experts are still debating whether the M&S sandwich should be taxed as confectionery, potentially placing it in the same category as marshmallows and Jaffa Cakes.
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