Marks & Spencer’s viral hit, the Red Diamond strawberry and crème sandwich, is set to disappear from shelves within the next few days, according to a recent Instagram update from the retailer.
The limited-edition semi-sweet sandwich — a riff on the fruit sandos popular in Japan, in which strawberries and a whipped cream-cheese mix sit between soft, sweetened brioche-style bread — went around the internet as soon as it was released.
Writing on its Instagram account, M&S said: “Strawberry and Creme Sandwich ALERT
“THE summer sandwich sensation — our Red Diamond™ Strawberry & Creme Sandwich will only be available for a few more days.
“Yes, that’s right — it’s your last chance to get hold of our limited-edition sarnie so make sure you RUN and don’t walk to your local Foodhall to grab a few slices of M&S Food history!”
Introduced only a few weeks ago in late June, the £2.80 sandwich proved a hit for its TikTok-friendly looks and light flavour. Critical response was generally positive, with Josh Barrie writing in this paper: “Credit where credit’s due: this new strawberry and creme sandwich is a fine piece of work. Make no mistake, while inspired by Japanese sandos, it’s far from ‘authentic’ — but it’s well engineered, sweet but not overbearing, and ample for the price.”
M&S has yet to confirm whether the strawberry sando will return next year, but fans seem keen, with one writing on the post: “Please bring them back next year. I don't even like strawberries but I loved these (and your red diamond strawberries).”
The exact date of its cancellation has not been revealed, but the Standard understands it will only be available while stocks last. True to its taste, the sandwich is leaving a bittersweet reminder of how quickly viral food trends come and go. Still, those after a sweet sarnie can try the new “birthday cake” sandwich from Tesco, announced this week. Be warned, though, that it is nowhere near as nice.
