This article is from the source 'guardian' and was first published or seen on . The next check for changes will be
You can find the current article at its original source at https://www.theguardian.com/business/2025/aug/05/tesco-birthday-cake-sandwich-launch-divides-opinion-on-social-media
The article has changed 6 times. There is an RSS feed of changes available.
| Version 2 | Version 3 |
|---|---|
| ‘The Earl of Sandwich is rolling in his grave’: Tesco’s birthday cake sandwich divides opinion | ‘The Earl of Sandwich is rolling in his grave’: Tesco’s birthday cake sandwich divides opinion |
| (about 3 hours later) | |
| Launch to mark 30 years of Clubcard has 42% of an adult’s recommended daily intake of saturated fat and 35% of sugar | Launch to mark 30 years of Clubcard has 42% of an adult’s recommended daily intake of saturated fat and 35% of sugar |
| Tesco has launched a birthday cake sandwich, complete with strawberry jam, soft cheese, vanilla frosting and sprinkles – but the candle isn’t included. | Tesco has launched a birthday cake sandwich, complete with strawberry jam, soft cheese, vanilla frosting and sprinkles – but the candle isn’t included. |
| The limited-edition sandwich, between slices of brioche-style white bread, contains 31.g of sugar – 35% of an adult’s recommended daily intake – and will be on sale for £3 at 1,000 stores for four weeks. | The limited-edition sandwich, between slices of brioche-style white bread, contains 31.g of sugar – 35% of an adult’s recommended daily intake – and will be on sale for £3 at 1,000 stores for four weeks. |
| Videos of people trying out the sandwich have attracted tens of thousands of views on TikTok over the past 24 hours. | Videos of people trying out the sandwich have attracted tens of thousands of views on TikTok over the past 24 hours. |
| Some Tesco customers expressed scepticism on Reddit. “Birthday cake is not a flavour,” one said. “It’s not like everyone has the exact same cake for their birthday.” | Some Tesco customers expressed scepticism on Reddit. “Birthday cake is not a flavour,” one said. “It’s not like everyone has the exact same cake for their birthday.” |
| Another suggested that creating a birthday cake sandwich should be a criminal offence. | Another suggested that creating a birthday cake sandwich should be a criminal offence. |
| “The Earl of Sandwich did not intend this to happen,” one Reddit user wrote. “Bet he’s rolling in his grave.” | “The Earl of Sandwich did not intend this to happen,” one Reddit user wrote. “Bet he’s rolling in his grave.” |
| The fourth Earl of Sandwich is said to have invented the sandwich in 1762 when he asked for a serving of roast beef to be placed between two slices of bread so that he did not have to leave the table where he was playing cards. | The fourth Earl of Sandwich is said to have invented the sandwich in 1762 when he asked for a serving of roast beef to be placed between two slices of bread so that he did not have to leave the table where he was playing cards. |
| Tesco said the “soiree sandwich” was being released to mark the 30th anniversary of the Clubcard. | Tesco said the “soiree sandwich” was being released to mark the 30th anniversary of the Clubcard. |
| TikTok users have suggested it reminds them of a jam sandwich. “It tastes like that, but with a bit of cream,” one said. | TikTok users have suggested it reminds them of a jam sandwich. “It tastes like that, but with a bit of cream,” one said. |
| “If you love a jam sandwich, it’s literally that – but elevated,” said another. “This is way better than I thought it would be.” | “If you love a jam sandwich, it’s literally that – but elevated,” said another. “This is way better than I thought it would be.” |
| It follows the release in June by Marks & Spencer of a strawberry and cream sandwich, nicknamed the “strawberry sando”. Inspired by the craze for Japanese fruit sandos, the M&S version went viral on social media, and the sandwich chain Subway then released its own version. | It follows the release in June by Marks & Spencer of a strawberry and cream sandwich, nicknamed the “strawberry sando”. Inspired by the craze for Japanese fruit sandos, the M&S version went viral on social media, and the sandwich chain Subway then released its own version. |
| Nutritional information for Tesco’s sandwich shows that it contains 515 calories with 8.4g saturated fat – 42% of an adult’s recommended daily intake. Despite being a “dessert sandwich”, it can be part of the Tesco meal deal for £4, alongside a drink and snack. | Nutritional information for Tesco’s sandwich shows that it contains 515 calories with 8.4g saturated fat – 42% of an adult’s recommended daily intake. Despite being a “dessert sandwich”, it can be part of the Tesco meal deal for £4, alongside a drink and snack. |
| Tesco’s brand manager, Violaine Barthe, said: “With 3.1million sandwiches sold in Tesco each year, sandwiches make up a big proportion of Clubcard purchases and so there was only one way to celebrate Clubcard turning 30. | |
| “The birthday cake sandwich is a celebration not to be missed and we can’t wait to hear the nation’s feedback.” | “The birthday cake sandwich is a celebration not to be missed and we can’t wait to hear the nation’s feedback.” |
| Sign up to First Edition | Sign up to First Edition |
| Our morning email breaks down the key stories of the day, telling you what’s happening and why it matters | Our morning email breaks down the key stories of the day, telling you what’s happening and why it matters |
| after newsletter promotion | after newsletter promotion |
| Review: ‘This is an abomination’ | Review: ‘This is an abomination’ |
| I love birthday cake. I cannot get enough invitations to afternoon tea and I am even quite fond of a jam sandwich. But this is an abomination. | I love birthday cake. I cannot get enough invitations to afternoon tea and I am even quite fond of a jam sandwich. But this is an abomination. |
| At first glance, squashed against the plastic packaging, the sandwich looks like it is covered in specks of mould. On closer inspection, I realise these are blue sprinkles – they glisten slightly amid the fat of the soft cheese. | At first glance, squashed against the plastic packaging, the sandwich looks like it is covered in specks of mould. On closer inspection, I realise these are blue sprinkles – they glisten slightly amid the fat of the soft cheese. |
| There is a sickly sounding swishing noise as I bite into the bread. The sweetness of the jam tastes so odd combined with the gloopy cheese and cloys to my tongue, so that I continue to taste it long after I have swallowed. | |
| While the bread is reminiscent of brioche, it also tastes like – and resembles – the white bread I would expect to find in a packaged Tesco sandwich, especially the crust. With each bite, I am expecting to taste a savoury meal. Instead, I am confronted with a dessert. | |
| It reminds me of sickly homemade desserts I have forced myself to eat out of politeness. I wouldn’t even buy this to celebrate my worst enemy’s birthday. | It reminds me of sickly homemade desserts I have forced myself to eat out of politeness. I wouldn’t even buy this to celebrate my worst enemy’s birthday. |