Tesco to axe popular item from stores and shoppers don't have long left

Tesco shoppers only have a short amount of time left to try out a new sandwich that is dividing the nation. The new sugary concoction doesn't look like a traditional meal deal main - but it is certainly fit for a celebration.

Available in over 1,000 Tesco stores nationwide, the supermarket's limited-edition sweet birthday cake sandwich surprised people grabbing a convenient meal deal this week. It features a strawberry jam and cream cheese filling, nestled between two slices of soft, sweet brioche, and topped off with a generous sprinkle of rainbow confetti.

The creation was launched to mark 30 years since the introduction of the Tesco Clubcard scheme. The supermarket took over six months to bring the "ultimate nostalgic nod to childhood birthday parties" to life.

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A supermarket customerposted about the item when spotting it in their local Tesco store on Monday, August 4. Shopper Sasha Beeney posted a picture of the dessert-style sandwich to the Extreme Bargains and Couponing UK Facebook page, and within an hour, it was flooded with comments.

Many people branded it "delicious" and were keen to give it a go as it continues to grow in popularity; however, while others wondered who was responsible for its creation. Since then, people have been sharing videos online, having located the sandwich in stores and tried it alongside a meal deal bundle (which costs £3.60 with a Clubcard).

Violaine Barthe, brand manager at Tesco, said: “With 3.1 million sandwiches sold in Tesco each year, sandwiches make up a big proportion of Clubcard purchases, and so there was only one way to celebrate Clubcard turning 30. The Birthday Cake sandwich is a celebration not to be missed, and we can’t wait to hear the nation’s feedback.”

Tesco confirmed that the Birthday Cake Sandwich will be available from August 4 to 31, giving shoppers four weeks, or until stocks last, to try one. The distinctive purple packaging should stand out in the to-go section of the supermarket sandwiches.

The Birthday Cake Sandwich isn’t the first innovative sandwich to hit Tesco shelves. People were quick to compared the sweet treat to the viral M&S Red Diamond Strawberry and Creme Sandwich but Tesco claimed they were more than a decade early to the trend having brought out a version of their own in 2011.

According to the British Baker, Tesco's £1 version of the Strawberries and Cream sandwich came out in 2011. At the time, it was explained that the sandwich contained British strawberries, Cornish clotted cream and strawberry jam, served on white poppy seed bread.

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. At the time of the latest price hike, Tesco said the increase was partly due to recent enhancements to the quality of their meal deal range, including new salads and improved ingredients.

A Tesco spokesperson stated that the meal deal remains a great value option for shoppers, especially for those with a Clubcard. The premium meal deal price (£5.50 or £5 with Clubcard) will remain unchanged. This enhanced offer includes a premium main including sushi or items from the Tesco Finest range of sandwiches, wraps and salads.