Sainsbury's has sparked a festive food debate with the launch of a controversial new product that has left some customers branding it "truly appalling". The supermarket giant has introduced a mince pie brioche-style wrap, a bold Christmas creation now appearing on shelves nationwide.
A Modern Twist on a Festive Classic
Described by Sainsbury's as a "modern twist to the classic festive sweet treat", the Mince Pie Brioche Style Wrap is priced at £4.40. The retailer, which competes with rivals like Tesco, Asda, and Aldi, says the item is inspired by Japanese "sweet sandos" or fruit sandwiches.
The wrap features a brioche casing filled with a rich mincemeat compote, salted caramel sauce, and shortcake biscuits, finished with a touch of tangy crème fraiche. Sainsbury's has marketed it as the "ultimate grab-and-go treat" designed to "make the countdown to Christmas a little bit sweeter and a lot more interesting."
Customer Reaction: From Bewilderment to Disgust
Online reaction to the unconventional festive offering has been largely critical and cautious. On the social media platform X, formerly Twitter, one user did not hold back, stating: "They look disgusting. What are the little round things?"
Another shopper echoed the sentiment, declaring bluntly: "That wrap looks truly appalling." The feedback highlights a potential clash between innovative food fusion and traditional British Christmas tastes.
Broader Christmas Strategy from Sainsbury's
The launch comes as part of Sainsbury's wider Christmas campaign focused on value. Rhian Bartlett, Chief Commercial and Sustainability Officer at Sainsbury’s, emphasised the retailer's commitment to affordability this festive season.
"At Sainsbury’s, we believe Christmas should be joyful and generous, that’s why delivering brilliant value, trusted quality and outstanding service is more important than ever," Bartlett said. The supermarket is promoting savings through Nectar Prices and Aldi Price Match across a range of festive favourites, from British turkeys to vegetable trimmings.
Bartlett added that the aim is to ensure "no one has to compromise on their Christmas feast this year," even offering a complete six-person festive meal for under £3.00 per head. Whether the mince pie wrap becomes a festive staple or a short-lived novelty, it has certainly succeeded in getting people talking in the lead-up to Christmas.
