When Cultures Collide: The Rise of Strawberry Sandwiches in the UK

The introduction of strawberries and cream sandwiches by M&S marks a culinary trend integrating elements of Japanese cuisine into British dining culture.

 

The fusion of strawberries and cream into a sandwich might seem unconventional for the UK palate, yet it’s a celebrated staple in Japan. Marks & Spencer (M&S) has recently launched a limited-edition strawberries and cream sandwich, featuring strawberries, whipped cream cheese, and sweetened bread—a creation inspired by the increasingly popular "furutsu sando" from Japan. Following its introduction, the sandwich quickly became M&S's best seller within just two days post-launch, indicating a positive reception from British consumers.

While these strawberry sandwiches are available at select Japanese bakeries in the UK, M&S’s product is reportedly the first widely accessible version in supermarkets. The concept of including fruit in sandwiches is well-established in Japan, where they became popular as fruit shops began offering desserts for patrons to sample their products. With many varieties—including other fruits like kiwi, clementine, and banana—these "furutsu sando" have gained international attention, especially after going viral on platforms like TikTok, enticing Western tourists to try the iconic sandwiches sold at Japanese convenience stores like 7-Eleven.

Shuko Oda, a chef at London’s Koya restaurant, explains that these fruit sandwiches typically combine sweet, soft white bread with whipped cream, presenting a visually appealing and delightful contrast in textures. Although some individuals in Japan opt to make these creations at home, they are predominantly purchased from convenience stores and specialized shops. These sandwiches are often enjoyed as a delightful snack alongside tea or coffee, making them a suitable companion to savory sandwiches.

In the UK, while fruit and bread combinations might raise eyebrows, they aren’t as uncommon as one might think. British classics like banana sandwiches or jam sandwiches offer a nostalgic array of flavors, with unique combinations such as coronation chicken including dried fruits. This raises the question: what constitutes a sandwich in the first place? The Oxford English Dictionary describes sandwiches as consisting of two slices of buttered bread with a filling—typically savory—inviting exploration of various interpretations, including open-faced versions or those employing non-traditional bread.

Historically credited to John Montagu, the fourth Earl of Sandwich, the modern sandwich owes its popularity to his request for meat between bread, allowing him to keep playing cards uninterrupted. The UK’s fascination with sandwiches has led to a vast selection that might surprise those from different culinary backgrounds, featuring adventurous options like crisp sarnies or the renowned chip butty.

As the UK embraces this novel take on a classic favorite, food enthusiasts may find inspiration in Japanese strawberry sandos and explore a continent’s worth of sandwiches. From Bánh mì—a Vietnamese baguette filled with savory delights—to the indulgent French croque monsieur, and even the diverse styles prevalent in Latin America, including the hearty Francesinha from Portugal, it's clear that sandwiches have endless possibilities, inviting everyone to widen their taste horizons.