Tesco has prompted a social media stir with the launch of a Birthday Cake Sandwich.
Reactions to the new product – rolled out this week to mark 30 years of Clubcard – have varied from delight at the fun concept to concern over potential health implications.
Tesco said its product innovation team spent nine months perfecting the sandwich, identifying a blend of sweet, savoury, and nostalgic party flavours.
The final product features strawberry jam and a cream cheese filling between two slices of soft, brioche-style bread, and is finished with rainbow sprinkles.
It rolled out on Monday to 1,000 stores and will be available for four weeks at £3, and as part of the retailer’s £4 meal deal.
“Sandwiches make up a big proportion of Clubcard purchases and so there was only one way to celebrate Clubcard turning 30,” said Tesco brand manager Violaine Barthe. “The Birthday Cake sandwich is a celebration not to be missed and we can’t wait to hear the nation’s feedback.”
That feedback included one comment on LinkedIn from an FMCG consultant who said: “A clever twist on the birthday cake trend or inspired by M&S strawberry & creme sando? Who knows but it looks immensely good fun!”
Some users were less impressed, including one bakery MD who added: “Is this what food NPD has come to? Is it now about retailers and food businesses creating unwanted and bizarre combinations to just get clicks and exposure on social media?”
Many commentators pointed out the similarities between the Birthday Cake Sandwich and the Strawberry & Creme sandwich launched by M&S in June. However, Tesco highlighted that it launched its own Strawberries & Cream sandwich fourteen years ago. Priced at £1, the 2011 launch featured British Strawberries & Clotted Cream on Poppy Seed Bread.
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