Marks & Spencer has revealed that its controversial summer dessert will disappear from shelves within days.
The retailer told shoppers via Instagram that the limited-edition Red Diamond Strawberry & Creme Sandwich would be available for just a short time longer.
The announcement urged customers to "run, don't walk" to their nearest Foodhall to purchase what the company called "a few slices of M&S Food history".
Its official description reads: "Juicy, vibrant Red Diamond strawberries meet soft, fluffy British cream, all layered between slices of pillowy, sweetened bread.
"It's light, luscious, and bursting with classic strawberry-and-cream flavour – no wonder this must-try limited-edition treat went viral."
Shoppers now face their final opportunity to try the unusual offering before it vanishes from stores.
The sweet sarnie, which uses "the UK's sweetest strawberries", has divided opinion since its inception, though most customers are sad to see it go.
M&S
|'Juicy, vibrant Red Diamond strawberries meet soft, fluffy British cream'
"Please bring them back next year. I don't even like strawberries, but I loved these," one shopper commented.
Another fan declared that they're "having two for breakfast tomorrow", while others called it their "go-to sandwich of the summer".
"It's been incredible while it lasted," commented an already-nostalgic M&S shopper.
Multiple customers pleaded for the item's return next year, to which an M&S spokesperson responded: "Maybe."
M&S |
The dessert goes down a treat with the Collection Red Diamond Strawberry Lemonade
Many paired the dessert with a new beverage, the Collection Red Diamond Strawberry Lemonade, containing 13 strawberries and one and a half lemons per litre bottle.
However, not all M&S shoppers will mourn the sandwich's exit. One customer wrote, "Not for me, thank you!', branding the concoction "crazy".
Meanwhile, another described the "textural experience" as "somewhat different".
A third hoped that its departure would make room for other festive favourites: "Bring on Christmas sandwiches."
The unique dessert marked a milestone moment for the supermarket, which has sold four billion sandwiches since its inception.
The concept took cues from Japanese sweet sandwiches that have become increasingly popular in London's Japanese bakeries.
Product developers at M&S adapted this Asian trend for British consumers, crafting what the company promoted as a "game-changing" take on the format.
The creation formed part of M&S's broader strategy to introduce international food trends to UK high streets, transforming a niche Japanese delicacy into a mainstream British offering.
For those who will miss the Red Diamond Strawberry and Creme Sandwich, an "unreal" sweet treat described as "something special" could fill the void.
The newly introduced Pistachio & Shortbread Crunchy Clouds have received rave reviews among British shoppers since landing on shelves at the end of July.