Marks & Spencer and Subway have both adapted the classic British summer dessert pairing of strawberries and cream into new limited-edition sandwich formats.
The sweet treat is commonly associated with the Wimbledon tennis tournament, where it was first served back in 1877. Retail brands that have embraced the combination in seasonal NPD this year include Birds Bakery with its new Pink Elephant’s Foot and Paul UK with a new gourmet macaron and éclair.
Described as a game-changer, M&S has just launched its first-ever dessert sandwich – the Red Diamond Strawberry & Creme Sandwich (rsp: £2.80) – said to have been inspired by the sweet sandos popping up at London’s trendiest Japanese patisseries.
The new sandwich is comprised of sliced Red Diamond strawberries with light whipped cream cheese on fluffy sweetened bread. The strawberries are grown exclusively for the retailer by trusted Select Farmers, with glorious spring weather ensuring an especially sweet, juicy and plump crop this year, it said.
M&S also noted that it has historically led the way in UK sandwich innovation, being the first to sell freshly made sandwiches in the 1920s and unveiling the first pre-packed sandwich on the high street in the 1980s. To date, M&S Food has sold four billion sandwiches, it added.
In addition to the sandwich, rolled out yesterday (25 June) at its Foodhalls across the UK, the retailer has also launched Strawberries & Cream Mini Bites (£3.75), made of clusters of cornflakes, shortcake biscuits, marshmallow and dried strawberry pieces with a yogurt flavoured coating, and a showstopping Victoria Sponge Cheesecake (£6), which has a vanilla sponge base topped with strawberry jam and Madagascan vanilla cheesecake, finished with a raspberry glaze.
With Wimbledon season upon us, fast food franchise Subway is championing a “delicious rally between sweet and savoury” and ”a serve no one saw coming” – the Strawberries & Cream Sub.
Featuring freshly sliced strawberries, clotted cream, strawberry puree, and Subway’s signature Italian white bread, it will be available for one day only (30 June) at five participating outlets in Wimbledon, Birmingham, Liverpool, Derby, and Bristol. What’s more, each restaurant is giving away 100 six-inch subs for free to customers.
“We all know that the tennis isn’t just about powerful serves and perfect volleys – it’s also about the iconic strawberries and cream,” commented Rusty Warren, senior NPD and product innovation manager at Subway. “So, we thought, why not ace it and turn this legendary courtside classic into a one-of-a-kind Sub? The result? A deliciously indulgent sweet treat that’s set to serve some serious summer flavour. Trust us, it’s 30–love at first bite!”
Subway is rolling out the next iteration of its restaurant image this year, which is designed to further enhance the guest experience, improve convenience, and help drive franchisee profitability. As per our Bakery Market Report 2025, it operates a total of 2,132 stores in the UK, down 159 net shops from the year prior.
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