Aldi pokes fun at M&S with new twist on viral strawberry and cream sando
Aldi has taken a tongue-in-cheek swipe at M&S’s new strawberry and cream sandwich with a suggestion of its own twist on the viral sensation.
Taking to the social media platform TikTok, Aldi UK’s Scottish account posted a mock-up version of the fruity sandwich, featuring carrots and cream.
Dubbed “Carrot & Creme on soft, sweetened bread”, the image of the proposed new product was accompanied by a price tag of £2.80 per slice.
The social media post was also set to the soundtrack of Albatross by Fleetwood Mac, which has long featured in M&S adverts to its catchphrase of ‘Not Just Any Food’.
In a bid to imitate this iconic slogan, Aldi’s caption read: “This is not just any sando… This is a Carrot and Créme Sando. 500k likes and we’ll make it happen”.
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Photo: Social media users commented until Aldi’s TikTok post
Social media user’s reacted favourably to the post, with one commenter stating ” M&S social team hate to see you coming,” and another which said: “This isn’t just trolling…its Aldi’s finest trolling.”
The discounter’s playful swipe at M&S comes amid the high street retailer facing online debate over the VAT status of its new creation, with some warning that HMRC may subject it the 20% VAT rate placed on traditional sandwiches, and not zero-rated like other sweet treats.
Its also not the first time Aldi has poked fun at the high street retailer on social media, with the two supermarkets having a history of rivalry over new product innovations.
The two businesses were previously engaged in a legal battle over the copyright claims between M&S’s Colin the Caterpillar cake and Aldi’s Cuthbert the Caterpillar.
Although settled out of court, Aldi has since rolled out a national TV advert and taken to social media to stir up playful rivalry over the past rift.
Us walking by M&S knowing Cuthy-B is free #SuperBowl pic.twitter.com/jtk3IY750S
— Aldi Stores UK (@AldiUK) February 10, 2025
Last year, Aldi also took advantage of a marketing faux-pas by rival M&S, who advertised a photo accidentally using the discounter’s own-brand wine.
The discounter took to social media to publish a tongue-in-cheek post, depicting a photo of the product listing with the caption “@marksandspencer drinks Aldi wine pass it on”.
Aldi and M&S have been contacted for comment.
1 Comment. Leave new
More arrogance from Aldi. Pity quality and customer service isn’t as good as the social media team. Just had a water flosser fail after 6 months and getting a replacement has taken nearly two weeks.