A Birthday Cake... In a Sandwich?
Tesco has done it again - grabbing headlines and confusing sandwich traditionalists everywhere with the launch of its limited-edition Birthday Cake Sandwich to celebrate 30 years of Clubcard.
Available from August 5th in over 1,000 stores for just four weeks, this £3 treat (or part of the meal deal) features:
· Brioche-style white bread
· Strawberry jam
· Cream cheese icing
· Vanilla frosting
· Topped with rainbow sprinkles
Clocking in at a whopping 515 calories and loaded with 31g of sugar, it’s more dessert than lunch but definitely a conversation starter.
The Internet Reacts
As expected, opinions are split:
· “Amazing!”
· “Absolutely unhinged.”
· “The Earl of Sandwich is rolling in his grave.”
Competing with M&S – But Easier on the Wallet
In recent years, Tesco and Marks & Spencer have been quietly battling it out in the world of quirky, limited-edition food launches, each trying to outdo the other with bold flavours and unexpected formats. While M&S has long been known for its premium twists on British classics (think Colin the Caterpillar spin-offs and hot cross bun hybrids), Tesco has been making waves by delivering similarly inventive products, like the Birthday Cake Sandwich, with a noticeably more budget-friendly price tag. It’s a smart play: Tesco is tapping into the same foodie curiosity and Instagrammable appeal, but keeping things accessible for shoppers looking to save without missing out on the fun.
Copycat Cream: Following M&S’s Strawberries & Creme Lead
Tesco's Birthday Cake Sandwich follows closely on the heels of another viral summer treat, the M&S Strawberries and Creme Sandwich, which made waves for combining soft white sweetened bread with cream and jam filling & M&S Red Diamond strawberries. While the M&S version was positioned as a posh Wimbledon-season indulgence, Tesco’s riff feels like a cheekier, more colourful spin aimed at the masses.
Some have pointed out the resemblance isn’t exactly subtle. It's yet another chapter in the ongoing food innovation arms race between the two retailers, with Tesco clearly showing it’s not afraid to borrow a page from the M&S playbook, then remix it with a sugar-dusted, sprinkle-laden twist.
Ultra-Processed, Ultra Colourful - But Not Exactly Healthy
Despite the novelty appeal, products like these raise questions around nutrition and health. Both Tesco’s Birthday Cake Sandwich and the earlier M&S Strawberries and Creme version fall firmly into the ultra-processed food category - high in added sugars, low in fibre, and offering little in the way of real nutritional value.
Tesco’s sandwich alone carries multiple red traffic light labels, including for saturated fat and sugar. These labels serve as a visual cue that, while fun and photogenic, these treats shouldn't be confused with everyday lunch options, especially not for kids or those watching their sugar intake.
In the midst of rising concerns over obesity and the role of ultra-processed foods in long-term health issues, these “limited-edition” creations walk a fine line between marketing genius and dietary misstep.
Vertex View
Whether you're in it for the Instagram novelty, the budget luxury, or just a good laugh over your lunch, Tesco’s recent launches prove one thing:
Limited edition doesn’t have to mean limited budget – but maybe it should come with a health warning!
