A step too far? Sainsbury's launches apple crumble sandwich ahead of Christmas

See more Daily Mail on Google - save us as a Preferred Source Published: 10:47 EDT, 13 September 2026 | Updated: 11:07 EDT, 13 September 2026 Serving a pudding between two slices of bread was at one time unfathomable.But now, after Marks and Spencer’s controversial strawberries and cream sandwich, apple crumble has also fallen victim to the food trend.A new Sainsbury's ‘dessertwich’ reportedly features brioche bread, fresh slices of apple, fruit compote, creme fraiche, and crumbled biscuits – though it doesn’t come smothered in custard.It will hit shelves in November as part of the supermarket’s meal deal range, but as a snack, rather than a main, according to The Observer.The idea for a fruit sandwich – or ‘furutsu sando’ – comes from Japan, where slices of kiwi, mango or berries are combined with whipped cream and served on 'shokupan' – a fluffy, sweetened milk bread.The Japanese sandwiches went viral on social media last year, and Marks and Spencer released its own strawberries and cream version for £2.80 ahead of Wimbledon.While the product raised eyebrows, it was hugely popular, selling 75,000 in the first five days it was in stores. The apple crumble sandwich will hit shelves in November as part of the supermarket’s meal deal range, but as a snack, rather than a mainPoking fun at the combination, Aldi mocked up a vegetable version. In a play on the M&S tagline, it wrote on social media: ‘This is not just any sando… this is a Carrot and Creme Sando, 500,000 likes and we’ll make it happen.’Despite scepticism, M&S this year released another £3.50 sandwich – chocolate, strawberry and pistachio creme on cocoa-enriched bread.Tesco followed suit with its £3 ‘birthday cake sando', influenced by the Victoria sponge. Celebrating 30 years of the Clubcard loyalty scheme, it featured strawberry jam and cream cheese on brioche bread.The apple crumble sandwich will be part of Sainsbury’s Christmas range, which also features fox-themed bao buns and mince pies for dogs.