Supermarket giant Sainsbury's has ignited a festive food debate with the launch of a bold new product: the Mince Pie Brioche Style Wrap. Filled with mincemeat compote, salted caramel sauce, biscuit pieces, and a hint of crème fraiche, this dessert sandwich is the latest 'sweet sarnie' to arrive on the UK high street.
A Modern Twist on a Festive Classic
Described as a contemporary take on the traditional Christmas mince pie, the wrap is designed to be a grab-and-go treat. It draws inspiration from the viral strawberry sandwiches popularised in Japan and seen recently in the UK, such as the M&S version that was a hit during Wimbledon. The inclusion of shortcake biscuits and a rich salted caramel sauce is intended to create a decadent flavour profile, with the crème fraiche added to provide a tangy contrast to the sweetness.
Priced at £3.40, the wrap is also available as part of Sainsbury's meal deal for £3.94, which includes a main item, a snack, and a drink. The product is available in selected stores and online for a limited time, with the supermarket promising it will make the Christmas countdown "sweeter and a lot more interesting."
Mixed Reactions and Festive Campaign
Initial reaction on social media platform X has been cautious, with some users expressing strong opinions. One person questioned, "They look disgusting. What are the little round things?" while another bluntly stated, "That wrap looks truly appalling."
This controversial launch coincides with the retailer's major festive advertising campaign for 2025. Sainsbury's has brought back Roald Dahl's beloved BFG, who this year is joined by a real Sainsbury's colleague named Annie. The 90-second advert sees the duo on a mission to save Christmas from The Greedy Giant, who devours Christmas food and causes chaos.
Radha Davies, Sainsbury's Marketing Director, commented on the campaign, stating, "We want to help our customers have an unforgettable and magical Christmas... We wanted to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale." She confirmed that the BFG was the perfect partner to help colleague Annie "save the day" for customers.
What's Next for Festive Food?
The launch of the Mince Pie Wrap signifies a continuing trend of supermarkets experimenting with festive flavours and hybrid products. Whether this particular creation becomes a cult classic or a seasonal curiosity remains to be seen. For now, it has certainly succeeded in getting people talking and has firmly positioned Sainsbury's at the centre of the 2025 Christmas conversation, both with its innovative food range and its heartwarming advertising.
