Overview

• The dessert sandwich is inspired by Japanese “sweet sandos” and filled with M&S’s exclusive Red Diamond strawberries paired with whipped cream cheese on sweetened brioche-style bread.
• Launched on June 25, the limited-edition treat hit M&S Food halls nationwide just days before Wimbledon’s June 30 start and at the height of the British strawberry season.
• High demand propelled the Red Diamond Strawberry & Creme Sandwich to become the retailer’s best-selling sandwich, selling out in hundreds of stores within hours.
• Taste reviewers praised the fresh, juicy berries and creamy filling, while critics questioned using bread instead of sponge and balked at paying £2.80 for a single slice.
• As shoppers debate the novelty’s value, Wimbledon has raised its own strawberries-and-cream price from £2.50 to £2.70 for the first time since 2010, citing rising costs.