Aldi has trolled Tesco and M&S by launching its own tongue-in-cheek take on the sweet sandwich trend.
Sandwich Cake (rsp: £1.99/two) features two slices of vanilla sponge, sandwiched together with pink vanilla frosting containing rainbow sprinkles.
It has launched into Aldi’s bakery aisles for a limited time.
According to Aldi, the NPD was developed in response to shoppers’ disparaging reactions to M&S’s Red Diamond Strawberry & Creme and Tesco’s Birthday Cake sandwiches, both of which launched into stores over the summer, made with brioche-style bread.
“I’d rather a piece of cake,” one shopper posted to Facebook. ”If I want a cake I would buy a cake,” wrote another.
“The nation made it clear: cake beats crusts every time,” said Aldi UK CCO Julie Ashfield.
“We’ve taken the hint and delivered exactly what shoppers have asked for.
“True to form, our cake sandwich is simple yet delicious – creating the perfect pick-me-up treat that truly delivers,” Ashfield added.
This isn’t the first time Aldi has launched a product in response to a viral trend. It launched what it claimed was the “first” supermarket Dubai Chocolate Ice Cream (rsp: £3.99/500ml) in April, followed by its ”pink twin” Angel Hair Ice Cream (rsp: £3.99/500ml), which hit freezers last month.
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