Are Fruit Sandwiches The Next Big Thing?

Soft bread, whipped cream and slices of fresh fruit – the humble sandwich is getting a sweet new makeover.

As UK retailers and foodies look for the next trending treat, the arrival of fruit sandwiches may signal a new wave in convenient indulgence.

The M&S Dessert Sando

Marks & Spencer has just unveiled a limited-edition Strawberries & Crème dessert sandwich, made with sweetened brioche-style bread, a layer of whipped cream cheese and crème fraîche, and juicy Red Diamond strawberries. It’s positioned as a summer treat – light, fresh, and visually appealing.

The new launch has already caused a stir online. Photos of the pastel-pink filling sandwiched between golden bread are circulating widely, and early reviews suggest customers are enjoying the nostalgic nod to strawberries and cream – just in a new, hand-held format.

The Japanese Influence

While this may be a novelty for British shelves, it’s far from new elsewhere. In Japan, fruit sandwiches – known as fruit sando – are a popular treat found everywhere from high-end patisseries to convenience stores. Typically made with soft, crustless milk bread and filled with fresh seasonal fruit and whipped cream, they’re loved not just for their taste but their delicate, symmetrical presentation.

Strawberries, kiwis, and mango are commonly used, carefully arranged so that a perfect cross-section is revealed when the sandwich is cut. There’s a long-standing culture in Japan of elevating even the simplest foods into beautiful experiences, and the fruit sando is a prime example.

Food Trends In The UK

The UK has seen a boom in creative, snackable foods in recent years – particularly those that blend fun, nostalgia, and a premium feel. Consumers are increasingly drawn to hybrid products that offer something different: the indulgence of dessert with the convenience of a sandwich.

Summer is the perfect season for this particular innovation. Strawberries and cream are already a British classic, and a portable version ties tradition to trend. Add to that the surge in popularity of foods that are social media-friendly, and the appeal is clear.

The M&S version sits at a mid-premium price point, making it an affordable luxury. It’s also lighter than a traditional dessert, with fewer calories than a slice of cake – a detail not lost on health-conscious snackers.

Will It Catch On?

There’s real potential for fruit sandwiches to become more than a novelty. The combination of flavour, texture and visual charm lends itself well to customisation. Think tropical fruit variants, dairy-free creams, or even breakfast-inspired versions with granola or yoghurt layers. Bakeries and cafés are already starting to experiment with their own takes.

That said, texture will be key. The pillowy milk bread used in Japan isn’t widely available in the UK, and thicker brioche or regular sandwich loaves may not replicate the same experience. Still, if demand rises, we could see more innovation around both bread and fillings.

A Tasty Trend To Watch

So, are fruit sandwiches the next big thing? All signs point to yes. They tick boxes across the board: seasonal, snackable, photogenic and fresh. With major retailers testing the waters and independent cafés starting to join in, the fruit sando may be ready to take its place in Britain’s ever-evolving food scene.

Keep your eyes peeled – and your cameras ready.