Laura McGovern, Food & Drink Writer
Britain’s sandwich scene is evolving – and a recent collaboration between Dom’s Subs and Batchelors Super Noodles has shown just how adventurous the nation’s tastes have become.
New research from Batchelors Super Noodles reveals that while sandwiches remain a firm weekly staple, nearly half (49%) of British sandwich eaters are craving more creativity when buying lunch. In fact, 30% describe themselves as adventurous, with one in three (33%) actively experimenting with new fillings.
And experimentation appears to pay off. Two thirds (66%) of those who’ve tried quirky combinations say they enjoyed them, suggesting Britain’s appetite for bold flavour pairings is stronger than ever.
The data also highlights just how open consumers already are to unexpected combinations. From egg and crisps to apple and cheese – and even jam paired with cheese – unconventional fillings are no longer niche. While 74% still lean savoury, one in five admit they can’t choose between sweet and savoury, signalling a broader shift towards flavour curiosity.
Social media is accelerating this trend. Over a quarter (26%) say online platforms influence what they choose to eat, while 22% have tried unusual combinations after seeing them online. That cultural momentum set the stage for one of the most talked-about food mash-ups of the season: the noodle sandwich.
Recognising the rise in appetite for playful, boundary-pushing lunches, London cult sandwich shop Dom’s Subs teamed up with Batchelors Super Noodles to reimagine a British cupboard classic in sub form. The collaboration celebrated the idea that comfort food doesn’t have to play it safe.
To ensure the concept delivered on flavour as well as novelty, musician and food enthusiast Big Zuu joined the development process as official taste tester.
Kate Yateman-Smith, Brand Director Quick & Easy Meals at Premier Foods, home of Batchelors Super Noodles, said:
“Super Noodles have been a British staple for decades, so it’s exciting to see how people continue to reinvent them. Partnering with Dom’s Subs was about celebrating creativity and showing that even the most familiar foods can surprise you.”
Big Zuu added:
“Brits are way more experimental than people think. Mixing things up and having fun with food is what it’s all about – and this collab showed just how ready people are for something different.”
While the limited-edition subs have now wrapped up their run, the partnership itself reflects a bigger shift in Britain’s lunch culture: classic staples reworked with confidence, personality and a willingness to try something unexpected.
If the research is anything to go by, the humble sandwich’s next evolution might be even bolder.
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