M&S launches new sandwich inspired by viral dish and people don't know how to feel

When it comes to imports, there are few countries that get more love than Japan. From anime to video games to Uniqlo, we lap their gear right up.

It’s the same with Japanese food, too. Sushi, gyoza, miso broth, edamame, ramen, mochi balls, matcha tea; the list is practically endless.

With Wimbledon soon at hand and the adventurous team at M&S seemingly always on the hunt for tasty new snacks, another imported idea has just landed on these shores: the sweet fruit sandwich.

Made with Japanese milk bread, the Red Diamond Strawberry and Creme sandwich at M&S looks like typical packaged sandwich fare, but rest assured that it isn’t. With sweet, spongey bread, it’s more akin to a cake than a sandwich, and the fresh strawberries and cream in the centre make for the ideal tennis-watching summer snack.

It’s both a local take on a Japanese classic and a nice tribute to Wimbledon’s iconic strawberries and cream. The All England Club has been serving those up since 1877.

“WARNING: this summer stunner is going to be BERRY popular,” said M&S in its Instagram post announcing the new sandwich treat.

“Inspired by the viral Japanese fruit sando, our new limited-edition Strawberries & Creme Sandwich is NOT to be missed this summer.

“Filled with our sweet and juicy British Red Diamond Strawberries with a thick layer of whipped cream cheese on a sweetened bread, it may look like a dessert but you’ll find this exclusive treat at home with the rest of our sandwiches!

“Ideal for picnics with a sip of our Rockferne English sparkling rosé, this indulgent sarnie will not be around for long.”

You’d best pop to your local M&S soon if you want to give it a go!

The comments are awash with game commenters, some of whom have already tucked into the little sarnie treat.

“I’m eating this right now. If you love strawberries and cream you will love this. I wasn’t sure about it being a sandwich but the bread is sweet. 10/10,” said one happy customer.

“Can confirm 10/10 delicious - highly recommend washing it down with an iced matcha latte,” chimed another.

“OMG I can have Victoria Sponge Cake for my lunch and no one will know,” said another delighted shopper.

“If this had a gluten free version I’d cry tears of joy,” said one of a few people lamenting M&S’s lack of dietary options in its lineup.

“Can you bring back all the vegan options please?” asked a similar response. “Hardly bother with M&S anymore now there’s nothing left I can eat with a dairy allergy.”

And, naturally, the less-adventurous out there were present in the comments. More fool them, of course.

“Don't fancy that… Now if it was strawberries and cream on a nice light sponge cake that would be different,” said one commenter who can’t imagine what sweet bread might be like.

“No, no and no!” said another.

“Funky, but don’t think this is what the nation needs right now tbh,” said another. To be fair to M&S, they’re hardly about to knock together a couple million new houses for us.

“So cake for breakfast is acceptable now?” asked another.

Dear reader: it always was.