Unilever joins forces with retailer to launch ‘Save Our Sprouts’ campaign.
Unilever is joining forces with retailer Iceland in a bid to ‘Save Our Sprouts’ with the creation of new Marmite Sprouts.
The new launch comes after research commissioned by Marmite revealed that Brussels Sprouts could disappear from Christmas dinner plates by 2020, and they are the food item most likely to end up in the bin this festive season.
The Marmite Sprouts will hit freezers from November 19, with the new combination apparently drawing out the natural sweetness of the sprouts and suppressing some of their bitterness.
“Both Brussels Sprouts and Marmite are known for dividing opinion but it’s amazing how well the two flavours work together,” said Neil Nugent, head chef at Iceland. “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, added: “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.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
