Supermarket ramps up dessert sandwich war with APPLE CRUMBLE filling hitting shelves in time for Christmas

A MAJOR UK supermarket has joined the race to become the best “dessertwich” as it launches its new apple crumble version. Fresh slices of apple, bread and crumble biscuits all feature in the sandwich which comes as part of the supermarket’s Christmas range. Major supermarket Sainsbury’s is launching a new apple crumble sandwich for Christmas Credit: Sainsbury's Sainsbury’s has unveiled its brand-new apple crumble Christmas Sandwich as part of its festive range. Inside the brioche bread sandwich will be fresh slices of apple, fruit compote, creme fraiche and crumbled biscuits. Sign up for the Money newsletter Thank you! Custard, despite traditionally pairing with an apple crumble dessert, will not feature as part of this unusual treat. Launching in November, the sandwich is set to join the supermarket’s meal deal range as a snack, rather than a main, according to The Observer. The concept of the “dessertwich”, where traditional sandwiches are filled with fruit, comes from Japan, where slices of kiwi, mango and berries are paired with whipped cream and served on a milk bread. Sainsbury’s “dessertwich” launch follows the unexpected success of M&S’s Strawberry & Creme Sandwich which was first sold last summer to celebrate Wimbledon. Priced at £2.80, M&S were able to sell 75,000 sandwiches during its first five days in store, launching the £3.50 Chocolate, Strawberry and Pistachio Creme Sandwich with similar success this year. Major supermarket Tesco similarly followed suit, launching its Victoria Sponge inspired Birthday Cake Sandwich to mark 30 years of the Clubcard loyalty scheme. Most read in Money Aldi, on the other hand, made fun of the sweet sandwich combination, mocking up a vegetable version with the caption: “This is not just any sando… this is a Carrot and Creme Sando.” When launched on shelves, the Sainsbury’s apple crumbe sandwich will also be joined by a unique array of other Christmas foods, including mince pies for dogs. Comment now