Introduction: The UK’s Sweetest Obsession Takes Hold
The Ichigo Sando, or Japanese Strawberries & Cream Sandwich, has become the UK’s latest viral food sensation, captivating food lovers and social media feeds alike. Retail giant Marks & Spencer is at the heart of this craze, leveraging its reputation for quality and the British love for strawberries and cream, especially with Wimbledon approaching. The M&S Ichigo Sando has flooded TikTok with reviews and unboxing videos, driving its rapid ascent to mainstream popularity. This virality highlights how social media, particularly TikTok, now dictates food trends, emphasizing visual appeal and shareability.
M&S vs. The Real Deal: A Delicious Divide
M&S’s interpretation of the Ichigo Sando, typically priced at £2.80, features “sweetened brioche bread,” “red diamond strawberries,” and a creamy blend of “full fat soft cheese and crème fraiche”. This combination is designed to evoke the familiar British strawberries and cream dessert. While many laud its sweet, creamy profile and “plump, juicy” strawberries, common criticisms include the “underwhelming amount of fruit,” “high price for one slice,” and a perception of being “90% bread” or “sickly” due to its richness.
In contrast, the authentic Japanese fruit sando is a culturally significant treat, peaking during Japan’s strawberry season (December-March). Originating in “fruit parlours” as luxury items and gifts in the 1920s [12, 13], they are now widely available, even in convenience stores, as portable, bite-sized cakes. The cornerstone of an authentic sando is “soft Japanese milk bread (shokupan),” known for its “airy softness” and “cake-like texture,” typically made with milk, butter, and often egg yolks. The filling is “lightly sweetened whipped cream,” sometimes with mascarpone or condensed milk, designed to be delicate and allow the fruit’s natural flavours to shine. Fruits are “artfully arranged” to create “ingenious visual imagery” when sliced, elevating the sando to “culinary art.” Authentic sandos are almost always crustless and chilled before slicing.
The M&S version’s use of brioche and a richer cream blend is a deliberate adaptation for the UK market, prioritizing broad appeal and mass production over strict authenticity. This highlights a common tension in global food trends: balancing cultural integrity with commercial viability.
Here is a detailed comparison of the key features:
| Feature | M&S Version | Authentic Japanese Version |
|---|---|---|
| Bread Type | Sweetened Brioche | Shokupan (Japanese Milk Bread) |
| Cream Type | Full-fat soft cheese & Crème Fraiche | Lightly sweetened whipped cream (often with mascarpone/condensed milk) |
| Typical Sweetness | Sweet / Rich | Balanced / Subtly sweet (fruit-forward) |
| Crusts | Not Crustless | Crustless |
| Fruit Arrangement | Generous filling, less ornate | Artfully arranged, visual imagery |
| Cultural Context | British dessert inspiration (Wimbledon) | Luxury item, culinary art, seasonal |
| Typical Price | £2.80 (UK) | ~$10-15 for high-end (Japan) |
Navigating the Craze: Ichigo Sando and Allergies (Milk & Egg)
For individuals with milk and egg allergies, both the M&S Ichigo Sando and its traditional Japanese counterparts present significant challenges. The M&S version contains “full fat soft cheese, crème fraiche, [and] brioche style bread,” making it unsuitable for those with dairy allergies, as brioche typically includes milk and eggs. Similarly, traditional shokupan is “butter and milk-enriched bread” often containing egg yolks, and classic whipped cream is dairy-based, posing risks for those with milk and egg sensitivities.
M&S adheres to strict allergen labelling, highlighting allergens in bold and providing warnings for cross-contamination risks. However, this transparency doesn’t change the inherent presence of these allergens in the product. A recent recall of an M&S Plant Kitchen sandwich due to undeclared egg further underscores the critical need for consumer vigilance. The lack of suitable options for popular, viral foods like Ichigo Sando highlights an unmet market demand for inclusive formulations.
Whip Up Your Own: Allergy-Friendly Ichigo Sando Alternatives
The good news is that creating delicious, milk-free and egg-free Ichigo Sando at home is entirely possible with creative ingredient swaps.
Dairy-Free & Egg-Free Bread Options
For a brioche-style bread, vegan recipes often use oat milk for creaminess, aquafaba (chickpea liquid) or ground flax/chia as egg replacers, and olive oil or vegan butter for richness. Mashed Yukon potatoes can also add moisture and richness, mimicking eggs and contributing to a golden colour.
For an authentic shokupan texture, dedicated vegan recipes commonly employ soy milk (due to its protein and fat content similar to dairy milk), aquafaba or commercial egg replacers, and sometimes silken tofu for a soft, bouncy structure. The tangzhong method is crucial for shokupan’s signature soft, moist texture.
Vegan Whipped Cream Alternatives
Achieving a luscious, pipeable cream filling is key:
- Coconut Cream: Full-fat coconut cream, chilled overnight, whips thickly. Using deodorized coconut oil in homemade recipes is recommended to neutralize its distinctive flavor.
- Cashew Cream: Soaked and blended cashews offer a smooth, rich, and naturally sweet texture, though it typically doesn’t whip as airy as traditional cream.[28, 30]
- Commercial Plant-Based Creams (UK Market): Options like Elmlea Plant Cream and Flora Plant Cream are highly recommended for tasting “identical to how I remember whipped cream tasting” and whipping well with fruit, despite containing coconut. Macphie Plant-based Cream Alternative is another professional-grade option that whips to a thick, glossy texture. Reddi Wip Coconut Whipped Topping offers a convenient canned option.
- Homemade Soy Milk & Coconut Oil Whipped Cream: Blending unsweetened soy milk with deodorized coconut oil, chilling, and then whipping with icing sugar and vanilla extract creates an effective homemade option.
These alternatives demonstrate that dietary restrictions don’t mean sacrificing deliciousness or texture, making trendy foods like Ichigo Sando accessible to a wider audience.
Here’s a helpful guide to allergy-friendly substitutions for your homemade Ichigo Sando:
| Component | Traditional Ingredient(s) | Dairy-Free & Egg-Free Alternatives | Key Characteristics/Notes | Example Products/Ingredients |
|---|---|---|---|---|
| Bread | Shokupan (Milk, Butter, Egg), Brioche (Milk, Butter, Egg) | Vegan Shokupan, Vegan Brioche | Soft, fluffy, cake-like texture; requires specific techniques (e.g., tangzhong for shokupan). | Soy milk, aquafaba (chickpea liquid), silken tofu, vegan butter, oat milk, mashed potatoes, olive oil |
| Cream | Whipped Cream (Dairy), Mascarpone, Crème Fraiche, Soft Cheese (Dairy) | Vegan Whipped Cream | Light, airy, velvety texture; can be sweet or subtly flavored. | Full-fat coconut cream (chilled, deodorized recommended), Cashew cream, Elmlea Plant Cream, Flora Plant Cream, Macphie Plant-based Cream Alternative, Reddi Wip Coconut Whipped Topping, homemade soy milk + coconut oil cream |
Conclusion
The Ichigo Sando, whether M&S’s adaptation or the authentic Japanese version, showcases the universal appeal of simple, delightful combinations. While the UK craze highlights social media’s power in shaping food trends, it also underscores the need for greater inclusivity. For those with milk and egg allergies, a rewarding culinary adventure awaits in recreating this sweet sandwich at home with readily available and increasingly sophisticated plant-based alternatives. This ensures everyone can enjoy this global culinary delight.
What about your own allergies? Well, by signing up to Mealeez and filling out your allergy profile, you can get access to your very own Personal Recipe Assistant, helping you find the right ingredients to make any recipe – including this Ichigo Sando – come to life!