M&S has not only brought back its viral strawberry & cream sandwich for 2026, the high street giant is set to introduce a chocolate, strawberry and pistachio cream version ahead of Wimbledon.

With a summer of sport, including the Fifa World Cup, SW19 tennis and Glasgow Commonwealth Games, food and beverage companies are feeling inspired.

Grocery Gazette rounds up some of the most creative product launches in July alone, as brands look for a boost this summer.

Lidl
From a marketing point of view, Lidl may have already won the campaign of 2026 when it introduced Cooper the Caterpillar last week.

The discount grocer launched a caterpillar-shaped celebration cake in stores across the UK on 19 June. Costing £6.99, the cake also comes with a free book titled The Very Late Caterpillar. 

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Co-op
As temperatures rise, Co-op hopes to benefit from the demand for ready-to-drink options. The convenience retailer has introduced two new ready-to-drink cans, Hugo Spritz and Aperitivo Spritz, as part of its summer range.

“Spritz serves have become a staple of summer socialising, and we’re excited to bring both Hugo and Aperitivo Spritz cans to our shelves, giving our members and customers an easy way to enjoy these popular drinks whatever the occasion,” explained Andrew Birdsey, senior buying manager at Co-op.

McVitie’s
35 years after McVitie’s successfully argued that Jaffa Cakes are legally cakes rather than biscuits, the historic brand has created a hybrid – McVitie’s Jaffa Cookies.

The new product combines a half-coated soft-baked chocolate chip cookie with an orange centre, marking the latest extension of the Jaffa brand.

Initially launched solely in Asda stores in June, the cookies will be rolled out to all major grocery retailers from late July.

Swizzels
To celebrate 50 years of the classic playground treat the cherry and orange Double Dip, Swizzels has introduced a new Triple Dip Sour product. 

Priced at an RRP of 50p, Triple Dip Sour has been designed to tap into growing demand for sour confectionery while giving shoppers a fresh twist on one of Swizzels’ most recognisable nostalgic products.

The launch also features new packaging intended to stand out on counter tops and help retailers drive impulse sales within the novelty confectionery category.

Heinz
Another viral food trend has been adopted by Heinz, with the launch of a new Marry Me Pasta Sauce.

Made with sundried tomatoes, cream cheese, extra virgin olive oil and basil, the recipe has gained major traction on social media with over 400 million TikTok views.

Aditi Hilgers, taste elevation and masterbrand director at Heinz UK said: “Inspired by one of the internet’s most talked-about recipes, we have created a sauce that delivers a rich, creamy and indulgent flavour with the trusted quality of Heinz.”

Stella Artois
M&S aren’t the only ones excited about Wimbledon. Stella Artois has unveiled a limited-edition strawberry lager which will be available in selected Co-op and Sainsbury’s stores, as well as on draught at Wimbeldon’s on-site bars during the tennis championship.

Blush-pink in colour, it boasts a nitro-infused foam reminiscent of fresh cream. Best served chilled over ice and finished with a fresh strawberry garnish.

Maria Sharapova, five-time Grand Slam winner and brand ambassador, noted: “Wimbledon is unlike anywhere else in sport, and its traditions are what make it so special. Even when I was competing, I’d always find a moment during The Championships to enjoy the iconic strawberries and cream. Now that I’m in the stands, I’m excited to take in the championships with a Stella Artois Strawberries & Cream Lager in hand.”

IKEA
The final notable product launch this July saw furniture giant IKEA introduce an apple juice offering. In a bid to spark a conversation around UK food waste, IKEA created the limited-edition juice made from surplus fruit.

With an estimated 10.2 million tonnes of food and drink going unused across the UK each year, IKEA looks to spotlight the opportunity to unlock more value from everyday ingredients.

Each bottle of free ‘Great British Bin Juice’ includes a QR code unlocking 20% off Ikea’s 365+ food storage range. This includes  365+ food containers and lids to help preserve leftovers, as well as a food storage basket with a see through design.