A fake Tesco Dubai chocolate sandwich is fooling thousands online, as its creator warns the “gap is closing” between AI-generated, fantasy NPD and genuine launches.
A mock-up image of a ‘Tesco Finest Dubai Chocolate Labubu Angel Hair Sandwich’ went viral this week, with many taking the creation at face value. The supermarket was “trying way too hard” in combining multiple social media crazes, one commenter wrote. “What in the TikTok trending fck is this?” another bristled.
Tesco was moved to deny the existence of the product, following enquiries from the media.
The origin of the much-shared image was social media channel UK Snack Attack, which as well as documenting novel snacks that become available in UK supermarkets, creates many dream products of its own.
The creator behind the channel, a data analyst known only as Benji, told The Grocer that recent out-there launches like Tesco’s Birthday Cake Sandwich – featuring strawberry jam with a cream cheese filling, between two slices of soft, brioche-style bread – and M&S’ Red Diamond Strawberry and Crème Sandwich, “helps for sure” in making his creations more convincing to the unsuspecting public.
Recent ‘snackfish’ creations by UK Snack Attack include a Red Bull Molten Crème Brulee variant, Kellogg’s Frosted Flake cereal-infused milk, Cadbury Raw Creme Egg and Nutella-coated Pringles.
While most posts are created using Photoshop and generative AI, Benji occasionally “goes old school, into the kitchen, testing out ideas and see if the concept is even possible”.
He has been known to “take creative liberties to maintain the illusion” – for example using hair gel as a stand-in for Heinz Clear Ketchup. “I will then photoshop a label, print it out, and go film in a shop,” he explained.
Benji said he is now working on “bespoke AIs to create new Snackfish ideas”.
On practically every snackfish post, at least some followers are still duped.
“However many captions I put, and now watermarks saying ‘Made with AI’, most posts will get the barrage of ‘where from!?’ and tagging their friends to go hunt for the snacks,” he said.
Benji said he was a big fan of the recent unlikely supermarket sandwich launches.
“I absolutely love that more unique products are coming out, and people are going outside their comfort zone, trying new things,” he said. “As with any trend though, I do wonder where it will end. Supermarkets if you may be reading this, I would never say no to a Sticky Toffee Pudding Sandwich.”
No comments yet