Deliveroo launches the ‘Christmas Sproutwich’, the UK’s most divisive festive sandwich which pays homage to the controversial round leafy green vegetable.

  • New, limited-edition sarnie features six different Brussels sprout-infused elements – homemade sprout focaccia, sprout mayonnaise, a succulent sprout stuffing, roasted sprout halves, fried sprout shavings and zesty marinated sprout leaves.
  • The ‘Christmas Sproutwich’ launches as new research reveals Brits have a love/hate relationship with sprouts: 31% love them, and 35% identify as ‘sprout haters.’
  • Available to order from Deliveroo Editions in London, Manchester, Glasgow and Bristol from 6th to 8th December for 99p.

Monday 4th December 2023: Deliveroo launches the ‘Christmas Sproutwich’, the UK’s most divisive festive sandwich which pays homage to the controversial round leafy green vegetable.

Whether you love ‘em or hate ‘em, no other vegetable screams ‘Christmas’ quite like the humble Brussels sprout, which is why Deliveroo’s truly bonkers ‘Christmas Sproutwich’ is set to rival traditional festive sandwich offerings this season.

The striking 99p ‘Christmas Sproutwich’ consists of six different sprout-infused ingredients: a green artisan sprout-infused focaccia spread with lashings of garlicky lemon zest sprout mayo, layered with crispy maple bacon, a succulent sprout stuffing, buttery Emmental cheese, roasted sprout halves, fried sprout shavings, and finished off with zesty lemon and olive oil marinated sprout leaves. No Christmas creation is complete without accompaniments – so each sandwich will come with a pot of hearty roast chicken gravy for dunking, dipping or drizzling once heated at home. 

Available to order from 6th December in Bristol, Glasgow, London and Manchester, the ‘Christmas Sproutwich’ recipe took over three months to develop, with twelve different recipe combinations tried and tested by self-confessed sprout haters before landing on the perfect mouthwatering flavour combination, guaranteed to convert the nation’s biggest Brussels-bashers. 

Certainly something to ‘sprout’ about, the festive delight was created after over a quarter (28%) of the UK admit the vegetable divides their household at Christmas – with 31% of the nation saying they love them, while 35% identify as ‘sprout haters’. The UK’s biggest sprout haters live in Wales, with over half of residents (56%) identifying as a hater, followed by the east of England (44%) and the East Midlands (42%).

And it seems sprouts really are the most divisive festive dish as over half (57%) of Brits believe Christmas isn’t complete without sprouts, whilst the other half (51%) think they are the worst part of the traditional Christmas meal – with 1.5M Brits even confessing they have a phobia of sprouts. 

Arabella Jenkins at Deliveroo said, “There’s no sprout about it – this small festive vegetable has garnered a big, bad reputation over the years. So for any sprout-phobes asking why we want to celebrate the humble Brussels sprout with a deliciously divisive sandwich, we say – why not? At Christmas, anything goes!”

“We have achieved something a third of the nation thinks is impossible and made an absolutely delicious seasonal sprout creation. So, this one’s for the sprout lovers as well as the sprout haters. If you love ‘em, you’re welcome. If you hate ‘em, we promise one bite will change your mind.” 

With four in ten people (42%) admitting that they’d be open to trying a new dish to change their mind about sprouts, those interested in transforming their sprout-aversion should act fast if they want to get their hands on the limited-edition sandwich – or else they’ll be green with envy…

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