When young Oscar repeatedly took an age to eat his grub, Mark Northeast began trying to make his sandwiches more appealing with attractive designs.
They quickly moved on from sandwiches cut into the shape of a rocket with vegetable boosters.
After he posted a photo of his debut deisgn on Facebook, friends were keen to see what Mark was going to do next.
"I got more and more engrossed in what I could do with sandwiches," he told the Metro.
"I wanted to be able to open the fridge and say 'what can I do with this?' - cucumbers, lettuce, tomatoes, carrots and bread."
It would be interesting to see adult variations with a broader array of ingredients. Attractive food need not just be drizzles, smears and foams after all.
Mark, a West Sussex web designer, hopes his novel approach to the humble sandwich will garner a book deal, but for now best of the rest can be found on his website Funky Lunch.