Ahead of Burns Night (25 January), Scottish butcher Simon Howie has unveiled what it says is the world’s first-ever readily available chocolate haggis.
Now, before purists rush to rip the heart and lungs out of the nearest unsuspecting sheep, the “haggis” is actually a chocolate brownie pudding and the butcher’s first-ever dessert product. It is made with a blend of dark chocolate and white choc chips inside a vegetarian haggis casing and cooked in the same way as a traditional haggis. Suitable for vegetarians, it is intended to be served hot, with ice cream or cream.
The new product is the brainchild of the Simon Howie’s Brand Director Clair Howison, who said it gave people who didn’t like normal haggis – especially children – a haggis they could “get excited about”.
The Dunning-based butcher, which will make more than 1.3 million haggis to be sold in January, is no stranger to marketing stunts ahead of Burns Night; it claimed another world first in 2021 by sending haggis into space.
Simon Howie said: “As the UK’s number one haggis brand, we wanted to bring the theatre of Burns Night to dessert for the very first time – allowing you to slice open a steaming hot haggis that’s actually a chocolate brownie and white choc chip pudding!
“We know our customers love to kick off Burns Night celebrations with our Haggis Bon Bons and then enjoy our award-winning haggis for the main event, and now they can elevate the evening even more with our brand-new chocolate haggis pudding! It’s perfect for enjoying as a family.”
Simon Howie’s limited-edition chocolate haggis is on sale until Burns Night in Asda, Morrisons, Sainsbury’s and Tesco stores with a £5 RSP.
