The 2023 Viral Trend We Started - Cake Sandwiches!

Archive note: This article records the viral Cake Sandwich launch in March 2023. Sold-out comments, weekly-menu references and retailer/product observations below belong to that period. For today's stock, flavours and delivery options, check the current Cake Sandwich product page.

In early 2023 I (re-)invented a thing: a cake sandwich. Think packet sandwich format, but with sponge, Swiss meringue buttercream and the sort of fillings that make a dry lunch look deeply disappointing.

Who invented cake sandwiches?

Cake sandwiches had existed before, of course. A Victoria Sandwich is hardly a stranger to sponge-plus-filling. What made our 2023 version different was the literal sandwich format, the sealed wedge packaging and the excessive fillings.

When we introduced them on Instagram and TikTok the reaction surprised us. We sold through the sponge we had prepared and suddenly found ourselves making far more sandwiches than expected. That is the launch-period story, not a claim about current sales.

We used our Hero Sponge with Swiss meringue buttercream, plus extras such as chocolate, sprinkles, biscuits, ganache and spreads.

What are cake sandwiches?

They are layers of cake sponge sandwiched with buttercream and other fillings, cut into wedges and packaged like sandwiches. The 2023 launch flavours changed frequently and included Birthday Cake, praline, salted caramel and strawberries-and-cream combinations.

That original menu is preserved here as part of the archive rather than a promise that every flavour remains available. Check the current product page if you would like to see what can actually be ordered now.

Love,
Reshmi xoxo