With the Wimbledon Championships starting today, British chains have already started capitalising on the tennis competition's famous culinary treat: strawberries and cream.
So far this summer, M&S has already launched its limited-edition Red Diamond Strawberry & Creme Sandwich, combining "the UK's sweetest strawberries" with light whipped cream cheese on fluffy, sweetened bread.
Now, the sandwich chain Subway is set to offer an unconventional new creation at just five locations across England tomorrow - handing out the summery delight for free.
The Strawberries & Cream Sub will be available for one day only on Monday, June 30, just as Wimbledon begins, transforming the tournament's signature treat into sandwich form.
The sub is said to be a combination of 'sweet and savoury'
Subway
The limited-edition sub is what the company describes as "a rally between sweet and savoury".
The unusual menu item will be distributed at no cost to customers who visit the selected restaurants, including one in Wimbledon itself, boasting a delectable combination of fresh strawberry slices, clotted cream, strawberry purée and Subway's Italian white bread.
Senior NPD and product innovation manager at Subway Rusty Warren divulged fans in the story behind the innovative thinking from the sandwich store this summer.
"The limited-edition sub is a bold twist on the traditional strawberries and cream summertime treat. Featuring freshly sliced strawberries, clotted cream, strawberry puree and Subway’s signature Italian white bread, it’s a match made in food heaven," Rusty said.
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"We all know that tennis isn't just about powerful serves and perfect volleys, it's also about the iconic strawberries and cream. So, we thought, why not ace it and turn this legendary courtside classic into a one-of-a-kind Sub?
"The result? A deliciously indulgent sweet treat that's set to serve some serious summer flavour. Trust us, it's 30-love at first bite!"
The five participating locations span major cities across England, with the select stores acting as the only opportunities for customers to sample this tennis-inspired sandwich experiment.
The culinary creation will be available in select stores across the country
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Participating stores
- Wimbledon – 6/6A Hartfield Road
- Birmingham – 80 Smallbrook, Queensway
- Liverpool – Central Shopping Centre
- Derby – Pride Park
- Bristol – Galleries Food Court
Those who have already tried an exclusive taste of the sweet-savoury concoction provided some mixed responses on the somewhat controversial item, with one former sceptic exclaiming: "It shouldn't work, but it does!"
Meanwhile, another commented saying that the treat was "surprisingly nice", admitting that it was a "weird combination".
Another lauded the timing, admitting that the sweet dessert was "perfect for summertime".
The promotion runs exclusively on Monday, so fans are urged to be quick while stocks last.
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