Lunchtime Fad Is on a Roll

Hundreds of years ago, the Earl of Sandwich made a legendary breakthrough in food science technology.

Now, a newly-shaped version of the lunchtime treat is making inroads. Promoters say it tastes good, is healthy, won't stretch your budget, and is easy to eat. The rolled up sandwich, backers say, is just right for those with busy schedules.

Made of a pita or tortilla spread with a variety of fillings and sauces, the sandwich is rolled and wrapped into a cylindrical shape.

Fast-food connoisseurs say rollers are popular because they are easy to hold, or more fun than a traditional sandwich or salad.

"A lot of people don't want a lot of bread," says Kathleen H. Belbin, night manager of The Ultimate Bagel Co. "Rollers are very light and easy to hold on to. People just eat them walking down the street."

Christina M. O'Day of Somerville disagrees. "I think it's uncomfortable to stroll and eat them at the same time," she says. She says she eats them because "it's a lot more interesting than just eating a salad."

Others agree. Ahmed Taha, manager of Souper Salad, says, "They're taking over my salad bar."

Maria N. Rodriguez, manager of Rollers, says taste and health-conscious consumers make the vegetarian roller her most popular item.