Sandwiches without peer?

Delivery boy: Earl of Sandwich

The obvious question is - are they biting off more than they can chew?

In a competitive market, the clubbable 11th Earl of Sandwich and his son Orlando Montagu have used the family name, synonymous with the original fast food, to launch their own gourmet sandwich delivery business.

We have been cashing in...since the 1760s

Earl of Sandwich

Earl of Sandwich (EOS) is a small company hungry to sell its classy snacks to office workers in the city of London and Docklands.

The Sandwich family are the major shareholders in the partnership which includes Robert Earl, founder of the Planet Hollywood restaurant chain.

They believe that what sets them apart is the quality of their raw ingredients.

Independent farmers

Much of the produce is organic and all the meat fillings originate from small independent farmers in the UK.

Sandwich seller: Orlando Montagu

Speaking at Tuesday's launch outside the House of Lords, the Earl of Sandwich said: "We are very keen on British farmers having more success.

"We want to encourage small producers.

"The industry is growing, but I think what it lacks are quality, trusted, premium brands and that's what we aim to do."

The sandwiches are made at kitchens in East London and initially, EOS has started up with about 30 staff.

Appetite for expansion

But it has ambitions to eat into the high street and capture foreign markets.

The Earl's 29-year-old second son, EOS Chief Executive Orlando Montagu, said: "We want to launch in Europe and the US, but not until we have learned our trade in England."

Snack baron: The 4th Earl of Sandwich

Though somewhat apocryphal, the term "sandwich" was originally coined by the 4th Earl of Sandwich in the 18th century.

He is said to have ordered sliced meats and cheeses to be served between two slices of bread because he did not have time to eat a proper meal.

Asked if the new business venture was cashing in on the family name, the Earl said: "We have been cashing in on it since the 1760s."

Big business

The sandwich market is big business, thought to be worth $50 billion dollars a year globally and growing.

Last month, the fast food giant McDonald's bought a 33% stake in Pret a Manger, the UK-based sandwich shop chain.

Fast food snacks may be in the blood of this aristocratic family, but will it spawn a flood of peers keen on launching products synonymous with their own high profile names?

Step forward, perhaps, Viscount Slim, Lord Whitty, Lord Baker or even Lady Hogg?