Italian-style sandwiches have emerged as a top favorite among consumers in the UK, leading to a significant increase in the sales of mozzarella and prosciutto.

The UK’s largest supermarket chain has reported unprecedented demand for Italian bread, meat, and cheese as shoppers seek to replicate sandwiches inspired by social media and famed football players.

Tesco has noted that sales of focaccia, panini, ciabatta, and piadini have surged over 40% in the last year, with sales of its Finest mozzarella experiencing an astonishing rise of nearly 400%. Furthermore, gorgonzola orders have increased by 70%, and burrata sales have doubled, while there is a 35% boost in demand for Italian and continental meat assortments.

Social media platforms, particularly TikTok, have become brimming with tantalizing videos and recipes showcasing Italian sandwiches. A popular TikTok clip demonstrating a burrata caprese sandwich drizzled with olive oil, pesto, and cherry tomato confit has garnered over 1.6 million likes. Another quick tutorial on creating a Parma ham and salad ciabatta in “30 seconds” has amassed nearly 500,000 views.

The rising trend appears to be partially fueled by professional footballers like Erling Haaland and Phil Foden, who have developed a taste for gourmet Italian deli sandwiches.

Last year, Manchester-based deli Ad Maiora provided catering for Manchester City players following their Premier League triumph over rivals Manchester United.

Owners Daniela Steri and Enrico Pinna reported that Haaland relished the giant sandwiches so much that he requested to take three home.

The deli has since introduced a sandwich named after the player, dubbed “the Haaland”—a sumptuous offering priced at £13.99, featuring Parma ham, burrata, pesto, truffle oil, sun-dried tomatoes, pistachios, and rocket.

Food experts believe that the nation is increasingly embracing Italian cuisine. According to Harry Dempster, a chef at Samworth Brothers, “Authentic Italian food is trending right now, whether for dining in or convenient on-the-go options.”

Charlotte Gramlick, a cheese buyer for Tesco, emphasized that the quality ingredients used in Italian deli sandwiches come at a premium, encouraging more individuals to prepare them at home. She remarked: “You’ll find artisan takeaway shops in major cities crafting sandwiches that are meals in themselves, filled with a variety of luxury ingredients. This trend is mirrored in homes, as chefs share their culinary creations and recipes on platforms like TikTok. Consequently, we are witnessing robust demand for Italian cheeses, breads, and meat platters.”

In response to this growing interest, Tesco is set to launch a new mortadella, mozzarella, and pesto ricotta focaccia next month.

Gramlick concluded by saying, “Brits have long had a passion for Italian cuisine, which has become a staple for home dining over the years. This love for Italian flavors is now significantly influencing the food-to-go market, as exceptional cheeses like mozzarella and burrata and meats such as mortadella evolve into beloved sandwich fillings.”