Iceland, in partnership with Unilever, has announced that it will launch Marmite Sprouts, due to hit the shelves on 19 November.
The launch comes as research, commissioned by Marmite, revealed that Brussels Sprouts could disappear from our Christmas dinner plates by 2020.
The research also revealed that they are the most likely food item to end up in the bin this festive season.
'Save Our Sprouts'
“Both Brussels Sprouts and Marmite are known for dividing opinion but it’s amazing how well the two flavours work together,” Neil Nugent, head chef at Iceland, said.
“We’re excited to be bringing this new flavour combination to customers as part of our Christmas range, and hopefully encouraging more people to enjoy sprouts in this must-try dish.”
Iceland, Unilever, and Marmite have joined together to launch the ‘Save our Sprouts’ campaign, and have paired the two together to draw out the natural sweetness of Brussels sprouts, whilst suppressing some of their bitterness, giving the vegetable a real flavour boost.
“Over half of the Brits we surveyed think Brussels Sprouts could completely disappear from Christmas plates across the UK if their popularity continues to decline at this rate. To remedy this, we’ve teamed up with Iceland to launch the ‘Save Our Sprouts’ campaign,” Chloe Irwin, licensing director at Unilever UK & Ireland, added.
“Playing on Marmite’s famous ‘Love it or Hate it’ slogan, we’ve brought two divisive foods together to create something quite magical this Christmas. Marmite Sprouts are the first frozen licensed product launch for the brand and are sure to create a guaranteed talking point throughout the festive season.”
The Marmite Sprouts will sell for RRP €1.85 per 400g pack, and will be available in Iceland stores and online.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.