Sainsbury’s has sparked outrage among shoppers after introducing a new festive item that many describe as “appalling” and “going too far.” The retailer recently launched its Mince Pie Brioche Style Wrap, a festive treat combining crème fraîche, mincemeat-style compote, salted caramel sauce, and shortcake biscuit pieces all wrapped in a brioche-style tortilla.
However, the wrap’s unusual flavor profile has divided opinion, with many customers voicing their disappointment online. One viral TikTok review described the taste as overwhelmingly off-putting, likening it to an alcohol-heavy Sangria rather than the traditional mulled wine flavors expected. “I feel like this is something people will buy once out of curiosity and never again,” the reviewer commented. She also admitted the wrap triggered a mild gag reflex and made her feel unwell.
Other shoppers echoed this sentiment, calling the flavor “vile” and “not right,” noting that the orange and alcohol notes overpower the expected mince pie taste. One customer even mentioned, “I literally couldn’t cope with how bad it tasted. Worst thing ever!”
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Despite the backlash, not all opinions were negative. Some found the concept interesting and the flavor blend “nice enough,” appreciating the festive creativity behind the wrap. Another shopper admitted initial skepticism due to the shortbread pieces, which she mistook for suet but found the overall taste more tolerable than expected at a Christmas show.
As festive products continue to innovate, Sainsbury’s mince pie wrap serves as a reminder that not every new idea resonates with all customers.