Heinz launches odd new twist on hash browns - leaving breakfast lovers divided
Hash browns are a staple item on many peoples' Full English breakfast plate - usually with a dollop of ketchup on the side as well as a pot of baked beans if you're feeling it. But Heinz has now come up with an item to combine all these delicious flavours into one thing - but it's caused some seriously divided opinions.
Iceland started selling hash browns filled with Heinz baked beans last summer - and now the team has paired up again for a similar mash-up of classic breakfast food flavours. Starting from August 28, Iceland will be selling Heinz Tomato Ketchup Filled Hash Browns.
Revealing the news, the company said: "Just when you thought hash browns couldn't get any better, Heinz are here to take your breakfast to the next level yet again, with a delicious take on a kitchen favourite that'll leave you wondering – am I team ketchup or team beans?"
The new product will be available exclusively in Iceland, and combines the taste of Heinz Tomato Ketchup with hash browns. According to the condiment brand, it makes the "perfect accompaniment for the ultimate brekkie". Available for £3, it follows the mash-up with baked beans which was released in 2022.
At the time, the launched caused quite a stir online, with some fans branding it "genius" and another saying: "This is a necessity for our next fry-up." However, not everyone was convinced, with one person simply saying: "This is so wrong."
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The same goes for this recent launch - with some being sceptical to the thought of warm ketchup. One person on Twitter wrote: "I'm not sure about that one. I like to regulate my ketchup to hash brown ratio," to which Heinz' official account replied: "But we've done it for you." Another said: "Not sure about this - isn't it nicer to have the ketchup colder?", while a third added: "That's one way to ruin a hash brown."
However, others were very excited about the prospect of ketchup-filled hash browns, with one person deeming them a "game changer". Another added: "This kind of product's either insanely good as a result of mad genius or shambolic attempt. A third added: "I wish I had an Iceland near me." A fourth commented: "I like this idea... but I just hope there's not too much ketchup."
Sophie Higgins, Head of Growth Platform, New Ventures at Heinz, said: "When it comes to Tomato Ketchup, it always has to be Heinz. And now when it comes to hash browns, it really has to be Heinz too, whether it's beanz or ketchup! We're so excited to be bringing our Heinz Tomato Ketchup Filled Hash Browns to our filled hash brown family. Heinz Tomato Ketchup is truly a global favourite, so it made complete sense to combine it with another classic family favourite, perfect for any mealtime.
"Here at Heinz, we're continuing in our mission to find exciting ways to combine our beloved varieties with other iconic foods, flavours, and tastes, or even thinking about the food of the future. Keep an eye out for what comes next!"
Andrew Staniland, Group Buying Director at Iceland Foods, said: "We're constantly looking to bring new and exciting innovations to our customers, and we cannot wait to see their reaction to this one-of-a-kind product. Following the success of the Heinz Beanz Filled Hash Browns, it was time to introduce a new Heinz frozen product to the range, aimed at bringing delight to our breakfast-loving customers, so they can enjoy a double amount of Heinz with their sausage and egg."
Are you going to give them a go? Let us know your thoughts in the comment section below
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