Some felt like the supermarket had been inspired by M&S to come up with the creation that is quickly going viral online
Tesco has shoppers split over the latest item added to the famous meal deal combo – with some branding it as “delicious” and others are wondering who to blame for its creation. Some might find the sandwich a little too sweet compared to other flavours on the menu – but it’s certainly fit for a celebration.
A supermarket shopper posted about the item when spotting it in their local Tesco store on Monday, August 4. Sasha Beeney posted a picture to the Extreme Bargains and Couponing UK Facebook page about the dessert-style sandwich, and within an hour, it was flooded with comments.
Costing £3 on its own, the Birthday Cake Sandwich is made up of “sweet brioche-style bread with cream cheese icing and delicious strawberry jam”, according to the packaging itself. It can be bundled with a snack and drink as part of the existing meal deal.
The packaging reads: “Get it while you can. Enjoy the sweet brioche-style bread with cream cheese icing and delicious strawberry jam. An all-time favourite treat in an all-time favourite deal.”
One said: “This one looks really yummy!” Another joked: “When it’s your birthday but you have to go to work!”
People were quick to compare this new Tesco treat with 31g of sugar to the viral M&S sandwich filled with strawberries and cream. The Red Diamond Strawberry and Creme sandwich cost £2.80, was released around the same time as Wimbledon in June 2025 and took over the internet.
A third Tesco shopper wrote: “At least there are two sandwiches in this one!” Someone else put: “What in the M&S [alternative] is this! Deffo need to try it though!”
A fifth said: “Looks delicious!” And, one more shopper shared what others can expect: “Had this and it actually surprises you. It’s quite nice – more like a jam sandwich but the cream cheese gives a nice sweet after taste.”
Not everyone was convinced though, as someone commented: “This is getting ridiculous now!” and another added: “What are they going to come up with next? I can’t think of anything worse!”
A third critic commented: “Jeez they will put anything between a couple of slices of bread these days! Just because you can doesn’t mean you should!”
A Tesco meal deal costs £3.60 with a Clubcard or £4 without a Clubcard. According to Tesco, this price applies to the standard meal deal, which includes a sandwich (now including cake), wrap, pasta, or salad alongside a snack and a drink.
The new Birthday Cake Sandwich is marketed as being limited edition – so it won’t be around forever. Shoppers who are interested in trying on for themselves should see if any are available in the supermarket’s to-go section.