Two of Britain’s biggest food brands Marmite and Iceland have joined forces to create Marmite Sprouts.
The new product pairs brussels sprouts with a Marmite butter, which brings out the sprouts’ sweetness while reducing their bitterness according to Neil Nugent, head chef at Iceland.
Iceland says the launch aims to revive sprouts’ popularity during the festive season, with a Marmite survey suggesting they could disappear from Christmas dinner plate by 2020. The duo have tagged the mission ‘Save Our Sprouts’.
Nugent said: “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.”
Chloe Irwin, licensing director at Unilever UK & Ireland, said: “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.
“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.”