Iceland and Unilever have joined forces to create the ultimate Christmas dinner table-dividing side dish - Marmite sprouts.
Both marmite and brussels are famously two of the most divisive love or hate flavours, but in this case the combination is said to draw out the natural sweetness in the Brussels sprouts, while countering some of the vegetables' bitterness.
These will be available in the frozen aisles of the supermarket at £1.50 a bag from 19th November, and we're willing to bet you'll either love them or hate them.
Advert
Iceland is hoping to make sprouts popular again during the festive season, and has chosen to do so by adding one of the most divisive vegetarian spreads to the mix.
A survey carried out by Marmite suggested that sprouts might disappear from our Christmas dinners by 2020, being bumped in favour of tenderstem broccoli and cauliflower cheese.
The brands launched the 'Save Our Sprouts' mission and came up with this unique combination as an answer.
Advert
"Both Brussels Sprouts and Marmite are known for dividing opinion but it's amazing how well the two flavours work together," explained 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."
Unilever's Chloe Irwin 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.
Advert
"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."
Marmite is completely palm oil-free, meaning the release stays true to Iceland's Christmas advent, which was shared last week.
The ad was banned from TV for being 'too political' but the supermarket still wants its shoppers to see it.
Iceland's advert sends a powerful message about the devastating effects palm oil harvesting can have on wildlife living in rainforests.
Advert
More than 50,000 orangutans have died as a result of multinational companies harvesting palm oil and destroying their natural habitat.
The supermarket completely cut out palm oil from its own-brand products earlier this year - here's hoping others will do the same.
Featured Image Credit: FlickrTopics: Tasty Food, Food And Drink, Marmite, Iceland