Sainsbury’s has launched a mince pie sandwich filled with salted caramel sauce and biscuit pieces – the latest ‘dessert sarnie’ to hit the high street.

The Mince Pie Brioche Style Wrap is heralded as a ‘modern twist to the classic festive sweet treat’ but may be something of a shock to purists.

Like the viral M&S strawberry sandwich, which was a huge hit during Wimbledon 2025, it’s been inspired by Japanese ‘sweet sandos’ or fruit sandwiches.

The brioche wrap encases a ‘rich mincemeat compote’, salted caramel sauce and shortcake biscuits with a touch of ‘tangy’ crème fraiche to supposedly cut through the sweetness.

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Retailing at £3.40, the sandwich can also be purchased as part of the supermarket’s meal deal (which includes a sandwich, snack, and drink) for £3.94.

Sainsbury’s described the wrap as the ‘ultimate grab-and-go treat’, adding that it will ‘make the countdown to Christmas a little bit sweeter and a lot interesting’.

Reaction to the wrap online has been cautious, with one X (formerly Twitter) user saying: ‘They look disgusting. What are the little round things?’

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Another added: ‘That wrap looks truly appalling.’

Sainsbury’s shoppers who love Christmas have likely been delighted by how the supermarket has kicked off the festivities this year, after the retailer debuted its seasonal advert, which largely went down well with viewers.

Its 2025 festive ad featured Roald Dahl’s beloved BFG character, and this year, the Big Friendly Giant is joined by a new sidekick, Annie (a real Sainsbury’s colleague), embarking on a mission to save Christmas for Brits together.

In the wholesome tale, they manage to defeat their nemesis, The Greedy Giant, who is causing chaos with his greedy appetite.

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The 90-second commercial opens with a snowy scene showing Annie unloading the Christmas shopping while whistling the tune of Jingle Bells.

However, the sinister 48-foot Greedy Giant then steps into the frame, walking away from the Sainsbury’s delivery van having just devoured all the Christmas food inside, proclaiming that the products were ‘tastier than human beans’.

Annie turns to the BFG, who is delivering dreams nearby and exclaims: ‘BFG, we’ve got an unexpected guest’, with the BFG responding: ‘Hey, Sainsbury’s, can you help us?’

The Greedy Giant continues to cause chaos, stomping through the town and stealing people’s Christmas dinners and breaking their decorations.

Annie and the BFG team up, using diggers to deliver the food on time, sending a glazed gammon and a packet of breadsticks on their way.

As the ad progresses, Annie and the BFG discover the giant sleeping soundly outside a Sainsbury’s store following his escapades.

‘Swipe my swoggles, he’s swolloped the shop,’ the BFG exclaims, before the giant is whisked away with the help of Sainsbury’s colleagues – as the press gather round to cover the astonishing scenes.

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Annie then invites the BFG to her home for Christmas lunch, but he protests: ‘You haven’t got room for an old sage and onions like me.’ ‘It’s Christmas, we’ll make room!’ she reassures him.

‘Want to be ready for anything this Christmas? Ask Sainsbury’s,’ the advert concludes.

Radha Davies, Sainsbury’s Marketing Director, said: ‘We want to help our customers have an unforgettable and magical Christmas.

‘Sainsbury’s is here to help the nation get ready for anything during the festive season, from spectacular centrepieces to showstopping desserts.

‘Our innovative range of high-quality Taste the Difference food makes hosting easy.

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‘There’s something for every occasion and to bring joy to all, even when the unexpected strikes.

‘We were delighted to revisit our collaboration with the Roald Dahl Story Company this year. The BFG, who is loved by all, was the perfect partner to help our brilliant colleague Annie save the day for our customers.

‘We wanted to capture a spirit of heartwarming nostalgia, with the energy of a great Christmas tale.

‘We’ve translated that joyful energy into our new food range, which is designed to help families and friends create wonderful memories, with delicious, quality options for every taste and budget.’

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