Strawberries and Cream Sandwiches: A Delicious Trend from Japan to the UK

The newly launched strawberries and cream sandwich from M&S has quickly become a hit in the UK, mirroring the Japanese “furutsu sando” trend, where fruits are artfully combined with cream in a sandwich. The product features strawberries, whipped cream cheese and sweetened bread, and is reportedly M&S's top seller following its debut. While similar strawberry sandwiches exist in select Japanese bakeries, this is the first widespread retail offering in UK supermarkets, making it an accessible treat for many.

The concept, though seemingly unconventional in the UK, thrives in Japan. Bursting onto the global stage primarily due to social media visibility, particularly TikTok, these fruity delights are not just delicious; they also showcase a vibrant presentation, often cut into triangles with the fruit artfully displayed. Chef Shuko Oda of Koya restaurant in London praises the sandwiches for their textural playfulness, suggesting they pair excellently with tea or coffee.

Despite initial hesitation regarding the pairing of fruit and bread, the UK has a legacy of fruity sandwiches, such as banana and jam sandwiches. This leads to interesting debates about what constitutes a sandwich, as definitions could differ across cultures and culinary practices. The Oxford English Dictionary points to the traditional sandwich format as having fillings between two slices of buttered bread, yet culinary innovation blurs these lines.

If the strawberries and cream sandwich has piqued your interest, consider exploring global sandwich offerings, from the Vietnamese bánh mì to the hearty Portuguese francesinha, each showcasing unique flavors and cultural backgrounds. The evolving sandwich landscape encourages culinary curiosity, inviting food lovers to experiment beyond their traditional preferences.

Additional reporting by Polly Weeks, BBC Food