If summer had a flavor, it might just be this: strawberries, cream, and soft bread – all lined up in a perfect slice. Mark & Spencer’s new Red Diamond Strawberry & Creme Sandwich has officially gone viral, and it’s not just a snack – it’s a moment.
Launched just ahead of Wimbledon, the Sandwich taps into the nation’s love for strawberries and cream, but with a twist. Inspired by Japan’s viral “fruit sando” trend, this limited-edition Sandwich by M&S reimagined the classic combo as a dessert sandwich, and shoppers are running to food halls to get their hands on it.
The hype started with a single Instagram post from M&S, teasing the launch with the caption: “WARNING: this summer stunner is going to be BERRY popular.” Within hours, the post racked up over 16000 likes and hundreds of comments. TikTokers followed suit, posting unboxings, taste tests, and aesthetic slice shots that showed off the sandwich’s clean strawberry alignment. One user even called it “the best thing I’ve ever had from M&S”.
Sales figures back the buzz, M&S confirmed that over 100k packs were sold in the first week alone, and just two days ago, they revealed that 20k sandwiches were sold in a single day. That’s not just viral, that’s record-breaking.
So what’s inside this viral treat?
The sandwich features Red Diamond strawberries – a premium variety grown by M&S Select Farms, known for their deep crimson hue and extra sweetness. These are layered between two slices of sweetened brioche-style bread, with a thick spread of whipped cream cheese and crème fraiche. The result? A soft, squishy, cake-like texture that’s more dessert than deli.
Visually, it’s a stunner. The strawberries are lined up with precision, giving that perfect cross-section when sliced. It’s the kind of snack that begs to be photographed, and that’s exactly what’s fueling its popularity online.
Taste-wise, reviews are mixed but curious. Some call it “ a Victoria sponge in sandwich form,” while others say it’s “ a bit too sweet” for their palate. But whether you’re a fan or just intrigued, it’s hard to deny the buzz. TikTokers are raving, food critics are debating, and shoppers are asking: Is it socially acceptable to buy five at once? At £2.80 per pack, that’s a novelty worth trying –Just enough to feel like a treat without stretching your summer grocery haul.
But, want to make it at home? It’s surprisingly simple. Just layer whipped cream cheese and lightly sweetened crème fraiche between two slices of soft white bread, and fresh strawberries, chill for 30 minutes, and slice cleanly for that signature look.
Whether you’re planning a garden party, watching Wimbledon, or just craving something sweet, this sandwich serves summer in every bite. It’s soft, squishy, and unapologetically indulgent, a dessert that wants to be a scone, a cake, and a sandwich all at once.
