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Asda Appoints ‘Sandwich Architect’ To Bring An End To Soggy Bread

Published on May 22 2017 12:59 PM in Private Label tagged: Asda / food to go / Sandwiches

Asda Appoints ‘Sandwich Architect’ To Bring An End To Soggy Bread

UK retailer Asda has appointed an official ‘sandwich architect’ to ‘bring an end to soggy sandwich nightmares’.

Victoria Watson has been given the position, and is tasked with overseeing the ‘precise building and development’ of all the sandwiches in Asda’s new Food to Go range. Watson has a degree in Food Science and Technology.

“The formula for the perfect sandwich needs to be carefully considered, balancing freshness, flavour, taste and stability with the utmost precision," she said. "It’s a knack, but there’s no reason why sandwich lovers can’t replicate the sandwich architecture that goes into our Food to Go options at home.”

Asda has 49 sandwiches in its Food to Go range, including new additions such as the Extra Special Ploughman’s Grab Box (£2.00), Extra Special Chicken, Bacon and Avocado Club (£3.00), Rainbow Chicken Wrap (£3.00) and Gluten Free Chicken Wrap (£2.20).

British Sandwich Week

Asda conducted a survey as part of British Sandwich Week, asking British consumers what they use for their sandwiches and how they go wrong.


Some 48% claim soggy bread is the major pitfall, while 32% condemn poor bread to filling ratio and sauce spillages.

Bacon topped the poll as the nation’s favourite filling, with 26% of the vote. Cheese (25%), cheese and ham (22%), and egg and cress (22%) closely followed.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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