Iceland unveils Brussels sprouts in MARMITE but would you scoff them?
Iceland unveils sprouts smothered in MARMITE for £1.50 after poll predicted the unpopular veg could disappear from Christmas dinners – so would it encourage you to scoff them?
- The special £1.50 Iceland and Marmite collaboration launches on November 19
- A study found a third of Brits haven’t been served sprouts in the last three years
- Expert says the unique flavour of Marmite brings out sprouts’ natural sweetness
They’re two of the most divisive foods around – and now Brussels sprouts and Marmite have been combined in a single dish that’s sure to cause debate in dining rooms up and down the country.
Iceland has announced the launch of a special pack of Brussels sprouts smothered in Marmite butter, following a survey that showed more than half of Brits think the famously unpopular greens will soon disappear from our annual festive feast altogether.
Landing in supermarkets on November 19, Iceland Marmite Sprouts, £1.50 for 400g are a collaboration between the iconic spread and the frozen food retailer as part of a humorous ‘Save Our Sprouts’ campaign.
Marmite and Iceland have collaborated on the creation of unique Marmite-covered sprouts, £1.50 for 400g. Launching on November 19, it comes as a study showed more than half of Brits think they’ll soon disappear from our festive feasts
The quirky product unveiling comes as a study of 2,000 people, commissioned jointly by Marmite and Iceland, found a third of Brits haven’t been served sprouts in the last three years – and a fifth of have never bought a Brussels sprout in their life.
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Two thirds (57%) of Brits thought that Brussels sprouts have declined in popularity and seven in ten young people surveyed cited them as the most likely festive food to end up in the bin.
Instead, they named tender stem broccoli and cauliflower cheese as more likely to be chosen this Christmas. This was closely followed by sweet potato fries, with 13 per cent of people in the country planning to serve them up in December.
‘Combining Brussels sprouts and Marmite draws out the natural sweetness of the vegetable, while suppressing some of the bitterness,’ says Wayne Edwards, Director and Co-Founder at The Food People – a global food trends agency
The divisive pairing may seem like an unusual combination but according to one expert, they make for a smart double-act.
Wayne Edwards, director and co-founder at The Food People, a global food trends agency, said combining sprouts with Marmite draws out the ‘natural sweetness’ of the veg – while ‘suppressing some of the bitterness’.
‘Not only does this give the sprouts a real flavour boost, but the taste is similar to that achieved when pairing chocolate and salt together,’ he said.
Camilla Williamson, Marmite Brand Manager, comments: ‘Much like Marmite, the humble Brussels Sprout is either loved or hated. By bringing these two together we hope that two wrongs will make a right and the nation will get behind this festive pairing over Christmas’
‘This type of ‘flavour layering’ gives the brain a positive biological response. The reason behind this is that in addition to being able to process sweet and salty flavours, our tongues also have additional sweetness receptors that activate only when sugar is in the presence of salt.
‘Regardless of how contradictory it may seem, adding even a small amount of salt to food can make it taste even sweeter,’ Wayne adds.
Two thirds (57%) of Brits thought that Brussels sprouts have declined in popularity and seven in ten Gen Z’s (aged 37 – 53) cited them as the most likely festive food to end up in the bin, according to the poll by Marmite and Iceland
Camilla Williamson, Marmite Brand Manager, comments: ‘Much like Marmite, the humble Brussels Sprout is either loved or hated. By bringing these two together we hope that two wrongs will make a right and the nation will get behind this festive pairing over Christmas.’
Neil Nugent, Head Chef at Iceland, agrees: ‘Both Brussels Sprouts and Marmite are known for dividing opinion but it’s amazing how well the two flavours work together. 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.’
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