The 'outdated' British sandwich fillings being killed off by Generation Z

Traditional British sandwich fillings are falling out of favour with younger generations, according to new research.

The study, commissioned by Coca-Cola Zero Sugar, found that more than four in five Gen Z Britons aged 18 to 30 have grown tired of the conventional options for their bread.

Rather than reaching for time-honoured combinations, young people across the UK are increasingly drawn to American-inspired alternatives such as chicken Caesar salad sandwiches, meatball subs and Philly cheese steaks.

International flavours are also proving popular, with chicken satay and buffalo chicken emerging as preferred choices over the classic British sarnie fillings that previous generations have long enjoyed.

The survey of 2,000 respondents revealed that cheese and ham, along with egg and cress, were deemed most outdated, with 29 per cent of those polled viewing these classics as past their prime.

Ham salad came third on the list of rejected fillings, while cheese and pickle were spurned by 27 per cent of young diners.

Roast beef and horseradish failed to win over nearly a quarter of respondents, with 23 per cent considering it old-fashioned.

Spam proved equally unpopular at 23 per cent, whilst tuna mayo was dismissed by 22 per cent of those surveyed.

Even sweet options faced criticism, with jam sandwiches labelled outdated by a fifth of Gen Z participants, and the divisive Marmite faring no better.

When it comes to what young Britons are reaching for instead, chicken satay topped the list at 30 per cent, closely followed by buffalo chicken and mozzarella with tomato, both at 29 per cent.

Loaded steak baguettes and pulled pork served in brioche buns are also experiencing growing demand among the younger demographic.

Despite shifting tastes in fillings, sandwiches remain firmly embedded in British eating habits, with the average person consuming them four times weekly.

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The research also uncovered that 23 per cent of respondents felt a subpar sandwich could spoil their entire day.

More than half preferred fizzy drinks alongside their sarnie, with water at 35 per cent and energy drinks at 32 per cent following behind.

This shift away from traditional fillings appears to have been building for some time.

Research conducted by bread manufacturer Allinson's in 2024 showed Gen Z were already abandoning classics such as ham and mustard and cheese and onion for more upmarket ingredients like avocado and olives.

That study highlighted stark generational divides, with a quarter of baby boomers naming sliced ham as their top meat choice, while fitness-conscious younger people favoured chicken.

Continental cheeses proved nearly as popular among Gen Z as English cheddar, at 48 per cent, compared with just 27 per cent among boomers.

An Allinson's spokesperson said: "We are truly a nation of sandwich lovers.

"Regardless of what fillings we put inside, how we choose to serve or slice them, the humble sandwich has been a mealtime mainstay for centuries - and will be for centuries to come."

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