Rosie Donman, Food & Drink Writer
Batchelors Super Noodles, the Nation’s Favourite block noodles, has uncovered a notable shift in the UK’s sandwich habits. New research reveals that while sandwiches remain a weekly staple for many, nearly half (49%) of British sandwich eaters want more creative options when buying lunch.
Among sandwich lovers, 30% consider themselves adventurous and one in three (33%) are actively experimenting with new fillings. When they do, it pays off - 66% of those who’ve tried quirky combinations say they enjoy them. And although 74% prefer savoury sandwiches, one fifth admit they can’t choose between savoury and sweet, highlighting just how broad, and bold, Britain’s sandwich tastes have become.
The research also uncovered some of the more unusual pairings people have encountered, from egg and crisps to apple and cheese and even jam with cheese, proving the nation is already open to unexpected flavour combinations.
Social media is helping drive this shift, with 26% saying it influences their food choices and 22% willing to try unusual combinations after seeing them online. That momentum has helped fuel the rise of the noodle sandwich - a trend gaining traction across social platforms. With one in five (20%) British sandwich eaters saying they would be likely to buy an instant noodle sandwich, the appetite for innovation is clear.
Tapping into this growing demand for unconventional flavours, Dom’s Subs - London’s cult sandwich destination known for freshly baked bread and bold fillings - partnered with Batchelors Super Noodles to create the ultimate experimental sub. To ensure the sandwiches delivered on taste, musician, TV personality and food lover Big Zuu joined the development process as official taste tester.
Now available for a limited time only, the two Super Noodles Sandwiches showcase Dom’s signature approach to flavour-packed combinations. The Tarragon Chicken sub features warming Chicken Super Noodles, while the Vegetable Tikka Masala option is finished with Curry Super Noodles and fresh coriander.
Following last week’s launch - which saw Big Zuu host a 100-sandwich giveaway at Dom’s flagship Cullum Street store - the sandwiches have already generated excitement among fans eager to try the unexpected pairing. But with the collaboration nearing its end, sandwich lovers have just one final week to experience the limited-edition creations before they leave the menu.
Big Zuu commented: “British sandwich eaters love a wild combo - and noodles in a sub roll is next level. The Super Noodles Sandwich is bold, fun and surprisingly banging. I love seeing people push boundaries with their food, and this one definitely deserves its moment.”
Kate Yateman-Smith, Brand Director Quick & Easy Meals at Premier Foods, home of Batchelors Super Noodles added: “This launch brings together two British classics - Batchelors Super Noodles and the sandwich. And who better to do it with than Dom’s Subs. Super Noodles have been a British cupboard staple for years, so it’s always fun to see the creative ways people enjoy them. The Super Noodles sandwich puts a new twist on something familiar, reimagining it in an unexpected, flavourful and irresistibly tasty way.”
The limited-edition Super Noodles Sandwiches are available across all Dom’s Subs locations in London until Wednesday, while stocks last.
Create Your Own Website With Webador