The strawberries and cream has had a special place in British culture since the 1800s. This iconic pairing, often associated with summer events such as Wimbledon, is now taking on a new form in the UK: the strawberry and cream sandwich. This strange new food trend is making its way into grocery stores. Though it may be familiar to Japanese palates, it provides a surprising balance of tradition and creation.
In Japan, fruit sandwiches called “furutsu sando” have historically been a luxurious dessert. These sandwiches are made with airy, sweet milk bread. They are lavished with whipped cream and assorted strawberries, clementines, kiwis, pineapples, and bananas. In Japan, serving fruit as a sandwich is not a radical idea. It became well known first when fruit shops began opening parlors that served this delectable dessert. Others just enjoy making these maniacally-cheesy sandwiches from their kitchen. People still largely prefer to purchase them from convenience stores or dedicated fruit sando shops.
The idea of putting strawberries between slices of bread is less culturally ingrained in the UK but it’s catching on. One of the UK’s largest food retailers, Marks & Spencer (M&S), has just launched its own strawberry sandwich, and it’s taken off like wildfire. Only two days after its introduction, it was already getting the accolades as the best-selling sandwich in the market. This is the most innovative product ever created! It’s what brings a sandwich like this to the supermarket shelves all around the UK for the first time.
Home economist Shuko Oda, who works at popular Japanese restaurant Koya in London, has a long-held passion for strawberry sandwiches. She underscores their ability to make “a playful texture pun,” which I love. The tenderness of the bread combined with the creaminess of the whipped cream and the juiciness of the strawberries is heavenly. Oda goes on to explain that these sandwiches are “pretty darn beautiful,” which makes them incredibly photogenic in addition to being scrumptious.
“Fruit sandwiches can be enjoyed with a savoury… or other filling.” – Oxford English Dictionary
The strawberry and cream sandwich will provide a tasty new take on a classic British favourite. It inspires eaters to explore innovative mixing and matching of flavors. Our take on this quintessential combo adds just the right amount of zing. Just as importantly, it spotlights a growing phenomenon in Japanese food. British consumers are jumping at the chance to embrace this innovation. Along the way, they’ll encounter rad textures and novel flavors that upend the classic sandwich construction.
The strawberry sandwich from M&S comes the closest to what a furutsu sando should be. It pairs sugary white bread and whipped cream with fresh strawberries for a super special dessert. This unique combination is a testimony to the powerful impact of Japanese culture. More importantly, it uncovers the desire for new food experiences from every corner of the UK.
We know that awareness of international/cultural cuisine is skyrocketing. Recipes, food media and products such as M&S’s strawberry sandwich might spark further experimentation with fruit sandwiches in Britons’ taste buds. These sandwiches are taking the country by storm. This trend will likely encourage other retailers to bring in similar items, continuing a fusion of culinary traditions from around the world.