Marks & Spencer is hoping to cash in on the popularity of retro products as well as consumers' appetite for low-price comfort food with the launch of a jam sandwich.
The basic sandwich, comprising just strawberry jam, butter and white bread, will go on sale in M&S stores from next week, priced at 75p.
It will form part of a new Simply range of sandwiches also including ham, free-range egg and cheese.
"We are delighted to be launching this national favourite," said M&S sandwich specialist Katy Patino. "It really is the ultimate comfort food at an unbeatable price – plus, it's the only place on the high street where you can get a jam sandwich. For those who haven't eaten one for years, one bite takes you straight back to your childhood."