I Had to Turn up Hours Early for My Lunch at M&S
UNITED KINGDOM, JUN 30 – M&S's limited-edition sweetened strawberry and cream sandwich is under VAT review for possibly being confectionery, with experts citing a 20% tax rate on sweet finger foods.
- Marks and Spencer introduced a special summer treat for 2025—a limited-edition dessert sandwich featuring their signature Red Diamond strawberries combined with cream, inspired by Japanese sweet sandwich trends and launched to coincide with Wimbledon.
- The sandwich’s unusual sweet, finger-food format raises VAT classification issues, reflecting complexities from 1980s legislation on sweetened prepared foods eaten by hand.
- The product sparked controversy on social media over its £2.80 price for half a sandwich, with users debating its value and HMRC’s legal position on its classification.
- VAT experts highlight inconsistent rules for food products, noting the M&S item may join a 'curious canon' of case law while HMRC reportedly disputes its sandwich status.
- This dispute could prompt further HMRC review and legal action, exemplifying ongoing challenges in applying VAT to innovative food products like M&S’s strawberry and cream sandwich.
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M&S strawberry sandwich customers are fuming 'it’s only half a sandwich'
Marks & Spencer customers are angry that the summer's viral Wimbledon Red Diamond Strawberries & Creme Sandwich is only a half sandwich
·Great Malvern, United Kingdom
Read Full ArticleM&S faces possible court battle over VAT on viral strawberry sandwich - Retail Gazette
M&S’ new strawberry and cream sandwich — inspired by the viral Japanese sando — has captured consumer attention on social media and is now under scrutiny from VAT professionals. Part of the retailer’s meal deal range, the product uses sweetened bread with a strawberries-and-cream filling. While traditional sandwiches are zero-rated for VAT, the sweetened ingredients and finger-food format have prompted debate on whether the item should be classi…
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