Introduction: A Sweet Sandwich Craze

The strawberries and cream sandwich is now taking the UK by storm. Inspired by Japan’s viral furutsu sando, M&S recently launched a limited-edition version featuring strawberries, whipped cream cheese, and sweetened bread. It quickly became a bestseller and is being hailed as the summer’s surprise food hit.

What Is a “Fruit Sando” or Furutsu Sando?

A fruit sandwich, known as furutsu sando in Japan, is made with soft milk bread (shokupan), filled with sweetened whipped cream and fresh fruit like strawberries or kiwi. These colorful, photogenic treats gained popularity through Japanese bakeries and convenience stores, especially 7-Eleven Japan, before going viral on social media.

According to a trend article by The Guardian, UK interest in Japanese sweets like mochi and fruit sandos is rising fast—driven by TikTok and the demand for playful, beautiful food.

M&S’s Strawberry Sandwich: Sweet Innovation

Marks & Spencer introduced its own take with British-grown Red Diamond strawberries, sweet cream cheese, and soft sweetened bread. According to The Sun, it became the top-selling sandwich in the two days following launch.

Food critics from Evening Standard praised its flavor balance and visual appeal, while others questioned whether it still qualifies as a “sandwich.” However, its viral momentum is undeniable.

Fruit Sandwich Culture in Japan

Chef Shuko Oda of Koya in London explains that fruit sandos are commonly bought in Japanese food halls, cafés, and stores. They’re typically made with high-quality seasonal fruit, whipped cream, and soft spongy bread. Presentation is key—sandwiches are cut to showcase the fruit inside.

This snack is often enjoyed with tea or coffee or served as part of a mixed sandwich plate. While some people make them at home, the convenience and aesthetic quality make store-bought options a favorite.

Other Sweet Sandwich Traditions

While strawberries and cream in a sandwich might seem novel in the UK, it’s not entirely foreign. Banana sandwiches, jam sandwiches, and coronation chicken with dried fruit have long existed. Open sandwiches with fruit, like in Scandinavian countries, also challenge our idea of what a sandwich must be.

How to Try or Make It at Home

• Visit M&S to grab their seasonal strawberries and cream sandwich while stocks last.
• Authentic versions can be found at London bakeries such as Happy Sky Bakery and other Japanese cafés.
• Make your own using soft white or milk bread, whipped cream cheese, and fresh fruit. Cut into triangles for that iconic fruit sando look.
• For vegan options, check out recipes from Plant Based News using dairy-free cream and vegan brioche.

Public Buzz and Online Reviews

Reviews on Reddit and TikTok are mixed but mostly positive. One Reddit user commented:

“Love the idea, but the portion size is half what you get in Japan!”

Glamour UK praised its creamy, fruity taste but noted that it’s more of a treat than a full meal. The sandwich has stirred nostalgic joy for some and curiosity for others.

Conclusion: A Viral Fusion That Works

The UK’s adoption of the strawberries and cream sandwich showcases how global food trends can blend with British tradition. It bridges nostalgia with novelty and sweet with sandwich—bringing a beloved Japanese delight into the mainstream.

Will it be a fleeting trend or a permanent menu item? Time will tell. For now, it’s a delicious symbol of culinary creativity in a globalized world. Stay updated on food trends like this at The Morning News Informer or read the original BBC article here.