A sweet sensation has arrived in the UK, sparking intense online buzz and flying off shelves. Japan’s beloved “furutsu sando,” or fruit sandwich, has landed, and British consumers are captivated by this unexpected treat featuring strawberries and cream nestled between soft bread. The trend gained significant traction following a high-profile launch by a major supermarket chain, prompting curiosity and delightful surprise among those brave enough to try it. This isn’t just a sandwich; it’s a cultural crossover proving that culinary boundaries are meant to be deliciously blurred.
What Exactly is a Japanese Fruit Sando?
Known in Japan as “furutsu sando,” these delightful creations are a popular snack or dessert. At their core, they consist of soft, often slightly sweetened, white bread filled generously with whipped cream and pieces of fresh fruit. Strawberries are a classic choice, but you’ll also find versions with clementines, kiwi, pineapple, or banana.
Japanese fruit sandos originated in the early 20th century. Fruit shops located near train stations and business districts began opening cafes. Their goal was to make luxurious fruits more accessible to the public. By incorporating premium produce into dishes like sandwiches, they offered a more affordable way to sample high-quality fruit. These sandos became a staple, often found in convenience stores, dedicated sando shops, and food halls across Japan. People commonly enjoy them as a sweet bite with tea or coffee, or sometimes served alongside savoury sandwiches.
The visual appeal of furutsu sando is a key part of their charm. They are typically sliced diagonally, often into triangles. This specific cut serves a purpose: it beautifully displays the vibrant colours and textures of the fruit within the creamy filling. Chef Shuko Oda of London’s Koya restaurant notes this presentation makes them “look quite pretty” and highlights the enjoyable “fun play on texture” they offer.
The M&S Sandwich Taking the UK by Storm
Marks & Spencer (M&S) recently introduced its own version, the limited-edition “Red Diamond Strawberry & Creme Sandwich.” This launch directly references the viral Japanese trend. Priced at £2.80, the M&S sando uses soft, sweetened white bread, reminiscent of Japanese shokupan. The filling combines whipped cream cheese and sweetened creme fraiche, creating a creamy, not-too-sweet base. Specially grown Red Diamond strawberries, selected for their peak sweetness, are layered inside.
The sandwich quickly became a phenomenon. M&S reported it was their top-selling sandwich in the immediate days after launch. Its debut strategically coincided with Wimbledon, a British event synonymous with strawberries and cream, further boosting its relevance and appeal. Social media reaction was instant and overwhelmingly positive. Early customer comments on Instagram included enthusiastic ratings like “100000/10” and declarations of it being the “best sandwich ever.” Even experts like UK-based Japanese cookbook author Makiko Sano (@sushislim) gave it a resounding “10/10,” praising its authentic balance of sweet bread, light cream, and generous fruit. She noted the only minor deviation from tradition was the M&S version keeping the crusts, though describing them as very soft.
Why Did a Fruit Sandwich Go Viral in the UK?
The rapid virality of the M&S strawberry sando, accumulating hundreds of thousands of TikTok views and significant Google searches, isn’t accidental. Several factors converged to make it a social media sensation.
Firstly, the element of novelty meets familiarity is powerful. While strawberries and cream are iconic in the UK, their presentation as a sandwich is highly unusual. This unexpected combination creates an immediate reaction – surprise, curiosity, or even skepticism – which drives shares and comments. It taps into relatable elements (sandwiches, strawberries) but presents them in an unfamiliar way. A study from the University of Leeds even suggests familiarity increases content sharing.
Secondly, timing and cultural relevance played a huge role. Launching the sandwich just before and during Wimbledon, the height of the UK’s strawberry and cream season, made it incredibly topical. People were already thinking about strawberries and cream, making the sandwich a perfect, if quirky,, tie-in.
Thirdly, visual appeal and shareability are crucial for platforms like TikTok and Instagram. The M&S sando, with its soft white bread, creamy filling, and visible red strawberries when cut, is inherently photogenic and video-friendly. Watching someone try an unexpected sweet sandwich evokes emotional responses, from delight to amusement, which are highly shareable.
Finally, platform dynamics are key. TikTok rewards engaging, short-form content that elicits strong reactions. Food trends thrive there, boosted by both everyday users and larger influencers trying and reviewing products. The M&S sandwich hit all these notes perfectly, creating a self-perpetuating cycle of discovery and sharing.
Fruit and Bread: A Surprising Pairing?
While the Japanese fruit sando might seem radical in the UK, the idea of combining fruit with bread in a sandwich isn’t entirely alien to British culinary culture. Think back to simple childhood favourites like a jam sandwich or sliced or mashed banana sandwiches. Even savoury classics incorporate fruit, such as Coronation chicken sandwiches which often include dried apricots or sultanas.
This raises a fundamental question: What truly defines a sandwich? Does it have to be savoury? Must it use traditional wheat bread? The Oxford English Dictionary offers a definition: two thin slices of bread, usually buttered, “with a savoury… or other filling.” That “or other filling” is quite permissive.
The concept of putting filling between bread slices is ancient, dating back millennia. However, the modern sandwich as we largely know it gained popularity thanks to John Montagu, the fourth Earl of Sandwich. The story goes he wanted a meal he could eat without pausing his card game, asking servants for meat between bread. This cemented the convenience aspect.
Is the Strawberry Sando a Meal or a Treat?
Given its components – sweetened bread, cream, and fruit – the Japanese fruit sando, including the M&S version, is best viewed as a dessert or sweet snack rather than a balanced meal replacement. While it contains fruit, its primary nutritional contribution comes from carbohydrates and fats in the bread and cream.
Comparing it to other sweet treats, the M&S sando offers insights. According to reports, it contains significantly less saturated fat and total sugar per 100g than a typical M&S Strawberry Victoria Sponge cake. So, while definitely a sweet indulgence, it might offer a slightly different nutritional profile than a traditional slice of cake.
Finding Japanese Sandos in the UK
Before the M&S launch brought fruit sandos to mainstream supermarket shelves, they were already available in the UK, albeit in more niche locations. Authentic Japanese bakeries and cafes in cities like London have been offering furutsu sando for some time. Places like Katsute 100 or Happy Sky were serving these delightful sandwiches, providing a taste of the Japanese originals.
The success of the M&S product suggests a growing appetite for this type of sweet sandwich in the UK. While the M&S version is limited-edition, its popularity might pave the way for more widespread availability or inspire other food retailers and bakeries to offer their own interpretations of the Japanese fruit sando.
Frequently Asked Questions
What exactly is a Japanese fruit sando?
A Japanese fruit sando, or “furutsu sando,” is a popular snack or dessert from Japan. It consists of soft, sweet white bread filled with whipped cream and fresh fruit, most commonly strawberries. The sandwiches are typically cut diagonally to show the fruit inside and are often bought from convenience stores, food halls, or cafes. They originated from Japanese fruit shops in the early 20th century.
Where can I buy Japanese-style strawberry sandwiches in the UK?
Following its viral popularity, the limited-edition “Red Diamond Strawberry & Creme Sandwich” is available in M&S supermarkets (check availability as it sells out quickly). Before this, authentic Japanese fruit sandos could be found at specialist Japanese bakeries and cafes in the UK, such as Katsute 100 or Happy Sky, particularly in areas with established Japanese food scenes.
Is the M&S strawberry sandwich worth trying?
Based on widespread positive reviews and high customer demand, the M&S Red Diamond Strawberry & Creme Sandwich appears to be well worth trying, especially for those curious about the viral Japanese trend. Expert reviews, like that from Makiko Sano who gave it “10/10,” praise its flavour balance and quality ingredients, despite initial skepticism from some reviewers expecting a gimmick.
A Sweet Future for UK Sandwiches?
The arrival and immediate viral success of the Japanese-inspired strawberry and cream sandwich in the UK signals an exciting evolution in British food trends. It showcases the power of social media to introduce and popularize international culinary concepts. By taking familiar elements – strawberries, cream, and bread – and presenting them in a surprising, visually appealing format, the furutsu sando has captured the public imagination. Whether this remains a fleeting trend or sparks a lasting love affair with sweet sandwiches in the UK remains to be seen, but for now, the strawberry sando is undoubtedly the star of the lunch (or dessert) aisle.
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