UK | As British Sandwich Week kicks off, the ‘supercharged sandwich’ trend has continued to gain momentum.
Waitrose reported a soaring demand for sarnie-related products, from deli fillers to cured meats and continental cheeses.
Emilie Woolfman, Innovation Manager at Waitrose said that customers 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.
She added that sandwiches are getting bigger too, with XL formats dominating social media as people share indulgent and moreishly generous sandwich cross-sections.
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. Searches for “sandwiches” are also up 110 percent YOY online and sales of deli fillers have soared:
- Coronation Chicken +36 percent
- Egg Mayonnaise +11 percent
- Seafood & Prawn +12 percent
- Cheese & Onion +5 percent
Dating back as far as 17621, it was about time the humble sandwich had a glow-up. Every element has been elevated: bigger and better fillings, new sauces and spices, breads of all different shapes and sizes, and 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 percent, 18 percent, and 58 percent when compared to last year, as well as an array of cheeses:
- Waitrose Duchy Italian Mozzarella +119 percent
- Waitrose No1 Italian Gorgonzola +39 percent
- Waitrose Jarlsberg Sliced Cheese +52 percent
- Waitrose Duchy Soft Cheese +17 percent
People are also stepping away from simple white slices, opting for breads that enhance the flavour and texture of the sandwich.
Sales of Waitrose Rosemary & Rock Salt Focaccia, San Fran Style Bloomer, and Multi-Seeded Farmhouse loaf are up 18 percent, 21 percent and 42 percent respectively, and the sourdough category has risen 28 percent since last year.
Waitrose Top Selling Sandwiches of 2025:
- Waitrose Prawn Mayo
- Waitrose Steak & Onion
- Waitrose Smoked Salmon
- Waitrose Chicken & Bacon Caesar Wrap
- Waitrose Salt Beef & Mustard Mayo
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.
The following new items will soon be available in stores: a Tuna Niçoise Wrap, an American-style BBQ Chicken and slaw Sandwich, and a Chargrilled Vegetable and feta Wrap.
