- Sales of elevated sandwich fillers have increased this British Sandwich Week, with Coronation Chicken, Italian Mozzarella and Parma Ham up 36%, 119% and 131% compared to last year
- Searches for “sandwiches” and “sandwich fillings” are also up 110% and 98% on Waitrose.com
- It follows a growing trend in lunch spots, including Sandwich Sandwich, Rouge Sarnies and The Black Pig, that have taken off on TikTok for serving up ‘supercharged sandwiches’
As British Sandwich Week kicks off (19th May - 25th May 2025), the ‘supercharged sandwich’ trend continues to gain momentum as Waitrose reports a soaring demand for sarnie-related sales, from deli fillers to cured meats and continental cheeses. But it doesn’t stop there; even popular dinner dishes are now being sandwiched between two slices of bread.
Emilie Woolfman, Innovation Manager at Waitrose, says: "People are continuing to push the boundaries of supercharged sandwiches as the latest craze sees so-called dinner foods being ‘sandwiched’. Whether it is the Chicken Kiev sandwich from Sandwich Sandwich or a Veal Milanese sandwich from Crunch, food lovers are experimenting with which dinners taste delicious when enjoyed between two slices of bread.”
"Sandwiches are getting bigger too, with XL formats dominating social media as people share indulgent and moreishly generous sandwich cross-sections. In fact, the sarnie aficionados at ‘Sandwich Sandwich’ garnered 249k views on TikTok over the last seven days alone, and posts from creators such as @whatwillycook, @salt_hank, and @alissasmagic continue to prove popular.”
It's not just Sandwich Sandwich that have taken TikTok by storm, the likes of Doms Subs, Rogue Sarnies and The Black Pig in Borough Market consistently sell out too. The nation is obsessed. Searches for “sandwiches” are also up 110% YOY on Waitrose.com and sales of deli fillers have soared:
Dating back as far as 17621, it was about time the humble sandwich had a glow up. And glow up it has. Now, every element has been elevated; bigger and better fillings, new sauces and spices, breads of all different shapes and sizes, there’s even garnishes galore. Put them all together and you have a ‘supercharged sandwich’.... and the options are endless.
Waitrose shoppers are making the most by experimenting with cured meats, such as Parma Ham, French Saucisson Sec, Italian Milano Salami, which are up 131%, 18%, and 58% when compared to last year, as well as an array of cheeses:
People are also stepping away from simple white slices, opting for breads that enhance the flavour and texture of the sandwich. Sales of our Rosemary & Rock Salt Focaccia, San Fran Style Bloomer, and Multi-Seeded Farmhouse loaf are up 18%, 21% and 42% respectively, and the sourdough category has risen 28% since last year.
Alison Oakervee, Waitrose Food & Drink Editor, says: “Sandwiches have long been a British staple, with around 190 million being sold annually at Waitrose. Its recent evolution has been accelerated by our love of experimenting, whether this is trying out new bread innovations or bringing in global flavours.
"For those who fancy making their own supercharged sandwich this British Sandwich Week, the key is layering. Start with a bold base, it needs to provide structure as well as a satisfying bite. Then head straight in with a spread, whether it's a layer of pesto or a smear of soft cheese, this step is crucial to deliver maximum flavour. Next, it's time to load up on the fillings - from creamy cheeses to deliciously cured meats. Finally, finish it off fresh; thinly sliced juicy tomatoes, peppery rocket, or even pickled onions for an added zing.”
Whether you prefer to prepare at home or grab and go, Waitrose has the right products to suit the ‘DIY devotees’ as well as the ‘here’s one I bought earlier’ herd, with the following newness landing in store this summer including our Tuna Niçoise Wrap, American Style BBQ Chicken & Slaw Sandwich, and Chargrilled Vegetable & Feta Wrap.
-ENDS-
Notes to Editors:
https://earlofsandwichusa.com/who-we-are/#:~:text=In%201762%2C%20John%20Montagu%2C%20the,could%20eat%20with%20his%20hands.
Waitrose Top Selling Sandwiches of 2025:
- Waitrose Prawn Mayo Sandwich
- Waitrose Steak & Onion Sandwich
- Waitrose Smoked Salmon Sandwich
- Waitrose Chicken & Bacon Caesar Wrap
- Waitrose Salt Beef & Mustard Mayo Sandwich
