Strawberry and Cream Sandwich: Recipe, M&S Viral Guide

Origin: Japanese fruit sando · Viral Retailer: Marks & Spencer · Key Ingredients: Fresh strawberries, whipped cream, soft bread · BBC Recipe Name: Strawberry sandos · Alternative Name: Ichigo sando

Here’s how the key specs stack up across the main versions of this dessert sandwich.

What is the sandwich with cream and strawberries called?

The strawberry and cream sandwich goes by different names depending on where you encounter it. In Japan, it’s known as ichigo sando ( ), a staple of kissaten cafes and convenience stores since at least the mid-2010s. The M&S version carries the product name Strawberries & Creme Sandwich, while BBC Good Food lists a similar recipe under the heading “Strawberry sandos.” All three refer to the same core concept — sliced strawberries layered between sweetened cream on soft bread — but the ingredients and proportions vary.

Japanese origins as ichigo sando

Ichigo sando was born in Japanese kissaten (coffee shop) culture, where the emphasis on balance between sweet and light is strong. The traditional version uses shokupan, a Japanese milk bread with a cotton-soft crumb, paired with lightly sweetened whipped cream and ripe strawberries arranged cut-side up for visual appeal. According to Desert Island Dishes, authentic ichigo sando relies on “pillowy-soft milk bread, lightly sweetened whipped cream, and arranged fresh strawberries.” The result is noticeably less sweet than many Western desserts, letting the strawberry flavor lead.

M&S limited-edition version

Marks & Spencer launched their interpretation as a summer limited-edition, featuring their exclusive Red Diamond strawberry variety alongside dairy-based soft cheese and crème fraîche on brioche-style sweet bread. Plant Based News reports the sandwich went viral and drew crowds specifically because of the premium strawberry sourcing. The M&S version is not vegan-friendly, which sparked a wave of homemade vegan adaptations online. Priced at £2.80 per slice, it sits at the premium end of the ready-to-eat dessert market.

What is in the M&S strawberry sandwich?

The M&S Strawberries & Creme Sandwich is a pre-made dessert sandwich designed for convenience and visual presentation. Unlike the open-faced pub versions or layered trifles, it comes fully assembled in a sealed package, ready to eat with a fork or fingers.

Ingredients list

According to Plant Based News, the M&S sandwich contains the following key components:

• Red Diamond strawberries — an exclusive M&S variety known for sweetness and firmness
• Dairy-based soft cheese — contributes body and slight tang to the cream layer
• Crème fraîche — adds tanginess and helps the filling hold its shape
• Brioche-style sweet bread — softer and sweeter than standard sandwich bread

The ingredient list doesn’t include the full breakdown (specific percentages, stabilizer names), which is common for pre-packed sandwiches. What is clear is that no gelatin or animal-derived thickeners are present, but the dairy content rules it out for vegan diets.

British strawberries used

M&S sources their strawberries from British farms, using the Red Diamond variety developed for the retailer’s exclusive lines. Red Diamond strawberries are bred for visual appeal and structural integrity — they hold their shape when sliced thick rather than bleeding juice into the cream. This variety choice distinguishes the M&S sandwich from generic strawberry desserts and contributes to the distinctive layered look that drove its social media presence.

What kind of cream is in the strawberry and cream sandwich?

The cream filling is arguably the most debated element of the strawberry and cream sandwich. Across versions, the choice between whipped double cream, cream cheese blends, or mascarpone determines texture, sweetness, and how well the sandwich holds together.

Whipped cream variations

The traditional Japanese ichigo sando uses sweetened whipped double cream — sometimes enriched with a small amount of mascarpone for stability. According to Desert Island Dishes, the standard ratio is 200 ml double cream with 1 tablespoon icing sugar for 4 slices of bread and 18 strawberries. Some recipes, like the one from YouTube’s Ichigo Sando Recipe, add 4 teaspoons of strawberry jam to the cream for extra flavor and a pale pink color.

Cream cheese mixes in recipes

Home cooks recreating the M&S experience often swap pure whipped cream for a cream cheese mixture, arguing it tastes closer to the retailer version. A popular recipe from Cafe Couffee Substack uses 100g cold cream cheese, 35g cold crème fraîche, and 3 tablespoons icing sugar, whipped to stiff peaks for 30 seconds. The result is tangier and more stable for slicing than plain whipped cream, with a texture closer to the M&S filling. Lavender and Lovage similarly recommends whipping 2 tablespoons cream cheese with 1 tablespoon double cream or crème fraîche for a lighter variation.

How to make cream and strawberry sandwiches?

Making a strawberry and cream sandwich at home is straightforward, requiring no special equipment beyond a mixer and a refrigerator. Two approaches work well: the traditional Japanese method using whipped cream, and the M&S-inspired method using a cream cheese blend.

Bread preparation

The bread choice makes or breaks the sandwich. Authentic ichigo sando uses shokupan, which has an extremely soft crumb and mild sweetness that doesn’t compete with the filling. In the UK, brioche is the most accessible substitute. According to Lavender and Lovage, thick slices — about 2 cm — work better than thin ones because they provide structural support for the cream and strawberries. Toast the bread lightly before assembling if your loaf feels stale, but avoid toasting if it’s already soft — the bread needs flexibility to absorb the filling’s moisture.

Basic steps

1. Choose your bread: Brioche or Japanese shokupan/milk bread works best. Standard sliced bread is too dense. Cut slices to approximately 1-inch thickness.
2. Prepare strawberries: Wash, hull, and slice strawberries into halves or thirds depending on their size. Pat dry with paper towels — moisture ruins the cream.
3. Make the filling: For traditional: whip 200 ml cold double cream with 1-2 tablespoons icing sugar to soft peaks. For M&S-style: beat 100g cold cream cheese with 35g cold crème fraîche and 3 tablespoons icing sugar until combined, then fold in separately whipped cream.
4. Assemble: Spread cream on one bread slice, arrange strawberry slices cut-side up, add more cream to cover, and top with the second bread slice.
5. Chill: Wrap tightly in plastic film and refrigerate for at least 1 hour before serving. This step is non-negotiable — it allows the bread to absorb moisture and mold around the filling.

How to make the viral strawberry and cream sandwich?

The viral version refers specifically to the M&S Strawberries & Creme Sandwich that dominated UK social media in summer 2024. To recreate it at home, focus on three elements: the Red Diamond-equivalent strawberry, the cream cheese crème fraîche blend, and thick-cut brioche.

M&S style recreation

Since M&S has not released the exact recipe, home cooks have reverse-engineered the filling. The most successful recreation, per Cafe Couffee Substack, uses 100g cold cream cheese, 35g cold crème fraîche, and 3 tablespoons icing sugar, whipped together until stiff peaks form in about 30 seconds. The key is keeping all ingredients cold — warm cream cheese produces a grainy, unstable filling. Use 10 fresh strawberries and 4 thick slices of brioche. Layer the cream between and around the strawberries, then wrap tightly in plastic wrap and chill for at least 1 hour before slicing.

Japanese sando method

For the traditional Japanese approach, Desert Island Dishes outlines a recipe requiring 18 medium-large strawberries, 200 ml double cream, 4 slices Japanese milk bread or brioche, and 1 tablespoon icing sugar. Prep time is 15 minutes with 1 hour chilling, totaling 1 hour 15 minutes for 2 servings. The assembly involves mounding cream in the center of the bread, arranging strawberry slices on top, and spreading cream over the strawberries to seal them before closing the sandwich. According to the YouTube Ichigo Sando Recipe, the critical step is wrapping tightly in plastic and refrigerating — this allows the bread to mold around the filling and prevents it from falling apart when sliced.

What this means: whether you lean toward the traditional Japanese whipped cream version or the richer cream cheese blend inspired by M&S, the formula holds: quality bread, fresh strawberries, and a filling that doesn’t overwhelm the fruit.

The strawberry and cream sandwich occupies an interesting space — simple enough that home cooks can nail it, distinctive enough that it sparked a viral moment. Whether you lean toward the traditional Japanese whipped cream version or the richer cream cheese blend inspired by M&S, the formula holds: quality bread, fresh strawberries, and a filling that doesn’t overwhelm the fruit. The M&S version sold out fast and shows no confirmed restock date, which means homemade is currently the most reliable path for anyone who missed the summer 2024 run. For UK readers, the choice is clear: stock up on brioche, source firm strawberries, and make your own — or keep an eye on M&S for a potential 2025 return.