Tesco has launched a limited-edition birthday cake sandwich to mark the 30th anniversary of its Clubcard loyalty programme. The sandwich, priced at £3, features strawberry jam, soft cheese, vanilla frosting, and sprinkles between slices of brioche-style white bread. It will be available in 1,000 stores for four weeks.
The dessert sandwich contains 31g of sugar (35% of an adult's recommended daily intake) and 8.4g of saturated fat (42% of an adult's daily allowance), with 515 calories per serving. Despite its sweet profile, it can be included in Tesco's meal deal for £4 alongside a drink and snack.
Social media reactions have been mixed. On Reddit, one user called the creation a "criminal offence," while another joked that the Earl of Sandwich must be "rolling in his grave." On TikTok, videos of people trying the sandwich have garnered tens of thousands of views, with some comparing it to an elevated jam sandwich.
Tesco's brand manager, Violaine Barthe, said: "With 3.1 million sandwiches sold in Tesco each week, sandwiches make up a big proportion of Clubcard purchases and so there was only one way to celebrate Clubcard turning 30."
The launch follows a trend of viral dessert sandwiches, including Marks & Spencer's strawberry and cream "sando" released in June, which itself drew inspiration from Japanese fruit sandwiches.
