The HEB Japanese Sandwich That Made Everyone Mad | Eater Houston

"This Texas supermarket chain is widely praised for its signature private-label products—everything from cult-favorite butter tortillas and a wide array of baked goods to spicy boiled crawfish during peak season. In April 2025 it introduced a Japanese strawberry sando in its sushi department: an $8 sandwich of whipped cream and strawberries squished between slices of the chain’s white Texas toast. The item drew mixed reactions online—some critics argued it felt inauthentic because it used Texas white bread instead of puffy shokupan and that the price was high, while others on TikTok called it a refreshing, convenient ode to konbini sandos. In-store demand has been strong, with frequent sellouts in the Houston area; taste tests noted soft centers and sweet strawberries but criticized dry crusts and a paucity of cream, making it an easy on-the-go snack that many nevertheless enjoy." - Brittany Britto Garley