Sanduíche-iche is an Internet meme that emerged in Brazil from an interview with nutritionist Ruth Lemos on TV Globo Nordeste in 2004.

The video went viral in 2005 through the social network Orkut communities and was shown on the television program Pânico na TV.

On August 26, 2004,[1] nutritionist Ruth Lemos gave a live interview on TV Globo Nordeste's Bom Dia PE about the eating habits of children.

[4] Despite this, and laughing during the interview due to the situation, she managed to finish, "turning herself into an involuntary comic character", according to Folha de S.Paulo.

In the advertisement, she is interviewed and talks about the operator's area code offers, stuttering: "You need to know-know, that to make an area-code call you need to get out of the routine-ine-ine-ine and dial 23-23[...].

"[5] In June 2008, the fake Twitter profile @ruth_lemos was created, which posted comical phrases imitating Lemos' supposed stuttering.

[7] Lemos learned about the repercussion when her colleague called her and told her that the interview had been shown on Pânico, which she found "not pleasant".

[10] On November 25, 2007, Hiro Kozaka, of the blog Videorama, told Folha de S.Paulo that Sanduíche-iche was a YouTube classic.

[11] In another article, the same newspaper stated "Perhaps no one has become a celebrity so quickly and widely in Brazil, thanks to a meme, as nutritionist Ruth Lemos".