Iceland have decided that Brussels sprouts arent bad enough, and have hatched a plan to make them even worse.
Or, depending on your tastes, theyve decided theyre not delicious enough, and have hatched a plan to make them even better.
The supermarket is launching a special edition product for Christmas – Brussels sprouts smothered in Marmite butter.
The aim of the launch is to breathe new life into tired old Brussels sprouts, as more and more families are exiling the divisive vegetable from the Christmas dinner table.
Iceland and Marmite have collaborated on the campaign to try to save the sprout and keep them included on the festive menu.
But will the addition of this bold new flavour help to keep sprouts relevant, or turn even more people off?
Smothered with Marmite butter, the frozen sprouts are available exclusively at Iceland from 19 November for £1.50 and, whether you love them or hate them, they could certainly act as a Christmas Day talking point.
Research commissioned by Iceland suggests that its the younger generation who are choosing to shun the sprout, with seven in ten Gen Zs citing them as the most likely festive food to end up in the bin.
A third of Brits say they havent been served sprouts in the last three years, and a fifth have never bought a Brussels sprout in their life.
Unsurprisingly, the research found that one third of Brits blame millennials for the decrease in popularity of these edible emeralds. Because we kill everything, sure.
In place of the humble sprout, Brits feel the rise of new food fads will have an impact on our Christmas dinners, 17% think tenderstem brocolli would be a good replacement for sprouts, and 16% mentioned cauliflower cheese.
This was closely followed by sweet potato fries, with 13% of people in the country believing they will make an appearance on their table in December.