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The Independent UK
The Independent UK
Katie Rosseinsky

‘People buy it to film it, not eat it’: The surreal rise of the supermarket food stunt

Tesco’s ‘birthday cake’ sandwich is the latest supermarket food stunt to capture our attention - (Tesco)

It’s the summer of the Franken-sandwich. First, Marks & Spencer unleashed its strawberries and cream offering, two wedges of “soft, sweetened bread” cemented together with blobs of cream cheese and studded with strawberry slices. It looked like something that a piece of errant AI software might dream up, if you asked it to imagine what people eat at Wimbledon – and yet it proved to be a sellout.

Now, desperate not to miss out on any of the action, Tesco has launched a “birthday cake” sandwich of its own, featuring brioche bread filled with multicoloured sprinkles, cream cheese icing and, for that extra hit of sweetness, vanilla frosting. And yes, you can get it as part of a meal deal (so you can enjoy it with a smoothie and a tiny tub of hummus and carrots, if you’re looking to create a truly discombobulating lunchtime experience).

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