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.

The Birthday Cake sandwich has been launched for four weeks in 1,000 locations across the UK. It can be purchased alone for £3, or as part of Tesco’s popular meal deal offer for £4 alongside a drink and snack (£3.60 for clubcard members).

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.