But Tesco’s birthday cake sandwich has what we reckon could be a further claim to sandwichicity: it’s part of the meal deal. As such, it can be bought alongside a drink and snack specifically in the same slot where one might otherwise buy a cheese sandwich, or a chicken wrap, or one of the many other “mains” available.

Unlike the thick wodge M&S presented a few months ago, Tesco’s sweet treat is the same size and shape as a regular supermarket sarnie. The brioche-style bread is slightly yellow and springy to the touch, a bit like the bouncy castle at the children’s party where this sandwich might feasibly be served.

Tesco have released a new dessert-style sandwich to celebrate Clubcard's 30th Birthday - but how does it actually taste?