Tesco has announced a new addition to its Meal Deal product range, an innovative Birthday Cake Sandwich, launched to celebrate the 30th birthday of the Tesco Clubcard. There are more than 23m Clubcard households in the UK and Tesco Clubcard has the biggest and most generous Reward Partner scheme.
The Tesco product innovation team have identified the perfect blend of sweet, savoury and nostalgic party flavours – the cherry on top of any 30th birthday celebration and Meal Deal combo. Rolling out in over 1,000 stores nationwide for four weeks from Monday (4th August), the Birthday Cake Sandwich is inspired by the classic Victoria Sponge cake, as well as the increasingly popular ‘birthday cake’ flavour. It features a strawberry jam and a cream cheese filling, complete with rainbow sprinkles, nestled between two thick slices of sweet, soft brioche-style bread.
The iconic jam and cream combo is a British classic and the favourite cake flavour for a quarter of the nation (25%) – triumphing over red velvet (24%) and carrot cake (23%). The Birthday Cake Sandwich is available to buy by itself or as part of a Meal Deal. According to research from the supermarket, nearly 9 in 10 (86%) Clubcard members say they use their loyalty cards when picking up a Tesco Meal Deal, with half of the nation (50%) opting for a Meal Deal for lunch at least once a week.
Violaine Barthe, Brand Manager at Tesco, commented:
“With 3.1 million sandwiches sold in Tesco each week, 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.”
While the Birthday Cake Sandwich offers a surprising sweetness to the Meal Deal mix, until now savoury has reigned supreme when it comes to choice of sarnie, with the classic Chicken Club Sandwich, Sausage Bacon & Egg Triple and Tesco Chicken Triple the most popular sandwiches bought at Tesco. London, Manchester and Bristol were found to be the cities that consume the most sandwiches each year, with the Chicken Club Sandwich being the most popular sandwich in all three cities.
The Birthday Cake Sandwich isn’t the first innovative sandwich to hit Tesco shelves. In fact, the retailer led the charge by launching a limited edition Strawberries & Clotted Cream sandwich back in 2011. With the Birthday Cake Sandwich adding a surprising sweet main option to the Meal Deal mix, 51% of the nation say they prefer a mix of sweet and savoury at lunch, with more than a third (36%) placing cake a tier above other sweet offerings like biscuits (22%), yoghurts (21%) and puddings (14%) in order of preference.
For those who like to have their cake and eat it (for lunch), the Tesco Birthday Cake Sandwich will be available in over 1,000 stores for four weeks, from the 4th to the 31st of August 2025. RRP: £3.00, or £3.60 for Clubcard Members as part of a Meal Deal (£4.00 for non-Clubcard Members)