M&S has brought back its viral Wimbledon-themed Strawberry & Creme sandwich, alongside a new Chocolate, Strawberry & Pistachio Creme version.
The Strawberry & Creme sandwich caused a social media storm last year, which other retailers bandwagon-jumped with either their own versions or TikTok videos about making one. Aldi mocked M&S prices by posting a picture of a carrot & creme version for “only £2.80”.
The discounter was playing on criticism of M&S’s product for being ‘half a sandwich’, despite its £2.80 price.
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There were also questions about whether it was classified as a cold sandwich or confectionery for tax purposes. The FT appeared to establish from a receipt in August that there was zero VAT in the price, as would apply to a cold sandwich. Confectionery comes with 20% VAT.
M&S has not specified whether there is VAT in the price this year.
The Red Diamond Strawberry & Creme Sandwich is in M&S Foodhalls now for £2.80. The new Chocolate, Strawberry & Pistachio Creme Sandwich, with “cocoa-enriched” sweetened bread, is on sale for £3.50, 25% more.
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