There’s no sprout about it…the nation is divided when it comes to the humble sprout, so this year supermarket Aldi has partnered with renowned hypnotist Paul McKenna, to create the world’s first mass online hypnosis to convert the nation’s 15 million sprout haters into sprout lovers this Christmas.
The 10-minute ‘Save Our Sprouts’ trance, which is available on Aldi’s YouTube channel, could see up to 130 million sprouts saved from the bin on Christmas Day and many more brussels sprouts off the Christmas table over the festive season. In the first ever mass hypnostism of this kind, McKenna uses the power of mind over matter to help viewers create positive associations to the mini brassicas, eradicating previous fears and apprehension regarding sprout consumption.
The announcement comes as research by Aldi reveals:
To put the trance to the test, Aldi recruited two sprout hating members of the public to undergo hypnosis with Paul.
By asking that they imagine the texture and taste of their favourite food when eating brussels sprouts, Paul was able to refocus their brains to let go of previous negative thoughts towards the vegetable. After the session, which took approximately 15 minutes, both had been converted into sprout lovers, and happily ate them when offered.
Scott Garson, a Finance Manager from Clapham, London said: “I’m shocked. I think the most surprising outcome of this experiment is that after eating one sprout, I went in for another. I never thought that I would like them, let alone want more! I just hope it lasts and it’s a merry sproutmas.”
Enoch Ogbonnaya, a student from Charlton, London said, of tasting the sprouts: “The flavour has changed…I don’t know how, but it has! My mum is going to be absolutely shocked, and she’s going to be buzzing. Now, when she puts brussel sprouts on the plate, I’ll ask for seconds.”
Paul McKenna says: “I was excited at the prospect of being part of a fun, festive project, with a good cause at its heart. This sprouts hypnosis is all about increasing food choices for Brits over Christmas, at a time that is all about enjoyment. Not only are sprouts an essential part of Christmas day, but they are also a great source of vitamins and minerals. Here’s to coming together as a nation to keep them on our Christmas dinner plates for good.”
Julie Ashfield, Managing Director of Buying at Aldi UK, says: “Sprouts are a polarising vegetable that has the nation divided. Not only will our online hypnosis help customers to enjoy every single element of their Christmas dinner, but it could also help to save millions of sprouts from being tossed in the bin. We hope that sprout haters up and down the country are encouraged to give the hypnosis a go.”
The sprout hypnosis is available to view on Aldi’s YouTube channel, just in time to help sprouts haters up and down the country ahead of the Big Day.
In its mission to open up the world of sprouts for all, Aldi has created a collection of mouth-watering alternative sprouts recipes that go far beyond boiled or roasted.
Unbel-leaf-able Sprout Cupcakes
Prep time 20 minutes
Cook time 25 minutes
200g self-raising flour
1 tsp bicarbonate of soda
2 tsp mixed spice
175g light brown sugar
150ml vegetable oil
Finely grated zest and juice of 1 orange
150g carrots, grated
100g sprouts, finely shredded
For the frosting;
150g full fat soft cheese, at room temperature
75g butter, at room temperature
75g icing sugar sifted
To decorate (optional);
50g white chocolate
12 sprout leaves
Tip: The uniced cakes will keep for 3 days in an airtight container but once iced eat the same day. You can also freeze the uniced cakes.
A little twist on the classic savoury cocktail. These look great served as shots with ‘sprout snow’ round the rim.
20 sprouts, trimmed
400ml tomato juice
To taste; lime juice, sea salt, freshly ground black pepper, Worcestershire Sauce
To garnish – 4 sprouts halved and griddled, sprout snow
Tip: Excess sprout snow can be used in stir fries, soups or steamed for a couple of minutes and used as sprout rice.
Festive Sprac & Cheese
Prep time 15 minutes
Cook time 25-30 minutes
300g pasta shapes (macaroni or other)
200g sprouts, trimmed and quartered
1/2 tsp mixed spice
100g strong Cheddar, grated plus 50g for topping
1 tsp English mustard
30g natural breadcrumbs
30g Parmesan, grated
Sprouts in the Hole
Makes 24 canapé size
Prep time 15 minutes
Cook time 15 minutes
120g plain flour
2 eggs, beaten
1 tbsp vegetable oil
12 sprouts, trimmed and halved
12 rashers streaky bacon, halved lengthways
Cranberry sauce to serve
You’ll also need a mini muffin tray.
You can prep this the day before up to the end of step 1, simply cool, then chill and reheat before adding your eggs. The main sauce serves 4 and you can add up to 2 eggs per person so long as your pan has capacity.
Cook time 25-30 minutes
1 tbsp olive oil
1 onion, sliced
1 red and 1 yellow pepper, seeded and sliced
200g sprouts, trimmed and chopped
2 garlic cloves, chopped
1 red chilli, seeded and diced
1 tbsp smoked paprika
2 x 400g tinned tomatoes
1-2 tsp sugar
Handful coriander, chopped
Tip: Use leftover cooked sprouts in this recipe simply add them into the pan just before the eggs to warm through.
Supermarket Aldi has just launched the ultimate indulgence for the festive season - the NEW Specially Selected Truffle Flavoured Butter (£1.59, 110g), and it’s sending Aldi shoppers into a frenzy. Users of the Aldi Shoppers UK Facebook Group have been singing the praises of the luxurious new spread which has just landed in stores, with one exclaiming ‘this truffle butter is amazing’ and another commenting ‘at £1.59, that’s really cheap!’
AND IT INCLUDES A PIGS IN BLANKETS YORKSHIRE PUDDING WRAP!
Aldi has just unveiled its most extensive collection of pigs in blankets to date featuring a range of unique offerings. Shoppers on the hunt for the ultimate festive side are in luck, as along with some returning favourites, Aldi is welcoming brand-new additions to store this Christmas, including a quirky Pigs in Blankets Yorkshire Pudding Wrap.