
M&S strawberry sando highlights rapid rise of Japanese desserts in UK supermarkets
Japanese-style sweets like mochi ice cream and M&S’s strawberry sando are gaining traction across UK supermarkets, boosted by TikTok virality and consumers seeking joyful, texturally rich treats amid global food fusion trends.
Japanese-style desserts are steadily captivating the UK’s tastebuds, emerging as a prominent trend in the nation’s culinary landscape. Once overshadowed by the more familiar sushi, these sweet treats—ranging from mochi ice cream to matcha cookies—are rapidly expanding their presence on supermarket shelves and in food conversations. Marks & Spencer's recent launch of the strawberry sando, a delicately crafted sandwich of soft milk bread, whipped cream, and fresh fruit, exemplifies the mainstream embracing of Japanese convenience store favourites.
This surge in popularity is partly driven by consumers seeking joy and comfort in food amid life’s uncertainties. Industry insights suggest that shoppers are drawn to “joyful” indulgences that deliver novelty, premium quality, and cultural richness. Charles Banks, a co-founder of The Food People, remarked on the playful formats and surprising textures of Japanese sweets, which seamlessly align with current mood-seeking trends. The visual allure of these treats is amplified by platforms like TikTok, where hashtags such as #mochi have amassed over 1.4 million posts, significantly raising awareness and desire for these culturally distinctive snacks.
Mochi ice cream, in particular, has captured the imagination of British consumers. The brand Little Moons has harnessed TikTok’s viral potential, achieving an extraordinary sales boost of 1,300% at Tesco following targeted social media campaigns. This product blends traditional Japanese mochi—a soft, chewy rice cake—with creamy ice cream, offering a sensorial experience that combines novel texture with balanced sweetness. Yet, introducing mochi’s unique gel-like texture to Western palates has posed some challenges, as it diverges from conventional dessert norms. Despite this, its fusion with familiar flavours—such as matcha, yuzu, or kinako—helps demystify and endear it to new audiences.
Japanese sweets are praised not only for their flavour but also for their distinctive textures and seasonal relevance. Chef and food writer Yuki Gomi highlighted how these desserts tend to be lighter and less sugary than Western alternatives, with their textural contrasts—from creamy mochi ice cream to the crisp bite of Pocky sticks—offering a refreshing variety. This multisensory appeal is a key factor in their rising demand and supermarket visibility.
The strawberry sando introduced by Marks & Spencer has been positively received for its meticulous construction and balanced sweetness, reflecting the increasing appetite for such Japanese-inspired creations. Priced competitively, it uses British strawberries and sweetened bread akin to brioche, catering both to fans of the original and curious newcomers. This product epitomises the broader trend of culinary fusion in UK retail, where traditional dishes are reinterpreted for local tastes while retaining their cultural essence.
The growing interest in Japanese desserts also reflects broader global food trends. Analysts observe that today’s consumers are eager to engage with “third-culture cuisine,” embracing bold, shareable flavours and textures that enhance online social experiences. This appetite for novelty and connection is driving the internationalisation of food offerings, with the UK market evolving in tandem with global travel and cultural exchange. Gourmet tour operator and cookbook author Roberta Muir notes that as the world becomes more interconnected, it is natural for shoppers to incorporate new tastes discovered abroad into their everyday eating habits.
Looking to the future, the mochi trend shows strong potential for growth, including the development of plant-based variants to satisfy health-conscious consumers and the introduction of non-frozen formats. While the fresh mochi’s short shelf life poses a logistical challenge, innovation continues to expand its accessibility and appeal.
In summary, the rise of Japanese sweet treats like mochi ice cream and strawberry sandos in the UK is more than a fleeting fad; it reflects a deeper cultural shift towards adventurous, texturally rich, and visually captivating foods. Enhanced by social media dynamics and a globalised palate, this trend signals a promising fusion of tradition and modernity in Britain's dessert scene.