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Marks & Spencer’s limited-edition 2019 Pride sandwich—lettuce, guacamole, bacon and tomato, spelling LGBT—drew both criticism and support. Some commenters objected to turning LGBTQ+ identity into a product; others welcomed the visibility and M&S’s announced donation to LGBTQ+ youth charities. The debate was about more than a novelty lunch: it raised the question of whether Pride branding represents meaningful support, marketing, or both.
What was the M&S “gay sandwich”?
In early May 2019, M&S introduced a limited-edition sandwich for Pride season. Its ingredients—lettuce, guacamole, bacon and tomato—spelled LGBT, making it a variation on the retailer’s traditional BLT. M&S described it as a Pride celebration and a twist on its popular sandwich. LBC reported the launch, as did indy100.
“Gay sandwich” and “LGBT sandwich” were phrases used in coverage and social-media reactions, not neutral descriptions that represent how LGBTQ+ people generally viewed the product.
Why did it divide opinion?
Critics questioned whether identity should be a product theme
Some social-media commenters objected to the idea of associating a marginalized identity with a sandwich. The Independent quoted one commenter asking, “Equating us to a sandwich? I can’t imagine them doing this with other marginalised groups.” Other reported reactions described the campaign as turning culture and identity into a product. These were individual responses, not evidence of a representative public or LGBTQ+ opinion. The Independent’s report gives examples of the criticism.
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Supporters welcomed visibility and charitable giving
Other commenters welcomed the visible Pride-season recognition and the charitable purpose M&S announced alongside the sandwich. Carrie Reiners, identified by indy100 as being from the Albert Kennedy Trust, said: “We’re thrilled to see Marks and Spencer show visible support for the LGBTQ+ community this Pride, and are extremely grateful.” That statement was reported by indy100; it does not establish that all LGBTQ+ people shared the same view.
What donations did M&S announce?
M&S said it would donate £10,000 to akt, the Albert Kennedy Trust, which supports LGBTQ+ young people experiencing homelessness. The retailer’s reply, quoted by indy100, described the sandwich as a Pride twist on its BLT and said the campaign would raise £10,000 for the charity. LBC and indy100 reported the amount.
The Independent also reported a further planned £1,000 donation to BeLong to Youth Services in Ireland. That was reported as a plan; the available coverage does not verify the completed transfer. Likewise, the reported donation figures do not establish final transfers or the charities’ resulting impact. The Independent’s account includes the additional planned amount.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What does the row say about corporate Pride campaigns?
The disagreement reflects a broader tension: a company can make LGBTQ+ people more visible through a product or campaign, but visibility alone does not show how sustained or substantial its support is. In GQ, Chris Mandle argued in first-person commentary that branding consumers is not the same as supporting LGBTQ+ communities, while recognizing the value of money directed to LGBTQ+ organizations. That is Mandle’s analysis, not a consensus statement. Read the GQ commentary.
For this specific campaign, the evidence supports two distinct points: M&S framed the sandwich as a Pride celebration and announced charitable donations; some people welcomed that recognition, while others objected to the product framing. The cited reports provide examples of reactions, not a poll that can establish which view was more common.
Is the sandwich still available?
The sandwich was reported as a limited-edition 2019 launch. The available sources establish that past release, not current shelf availability. PinkNews reported in 2024 that an image of the sandwich resurfaced with an altered expiry date; that is PinkNews’s account of the image, not confirmation that the product returned to sale. PinkNews covered the resurfaced image.
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