Marks & Spencer is banking on an appetite for Brussels sprouts with the launch of not just a juice but also a coleslaw made from the vegetable as part of its festive food range, announced six months ahead of Christmas Day.
The retailer claims the coleslaw makes the "perfect accompaniment to turkey sandwiches and Boxing Day buffets", while the juice means the Brussels sprout has "gone gourmet".
It has also turned Christmas cake into a liqueur, which it describes as "literally the taste of the festive season in a glass", and Bucks Fizz has been given an upgrade with the addition of cranberry, pomegranate and Clementine.
Even the humble prawn will receive a festive makeover with a dousing of the classic cocktail Whisky Mac.
And following the fish and chip pie, the retailer has developed a Christmas dinner in a pie complete with turkey, stuffing, pigs in blankets and cranberry sauce, while a cheese board is made from crackers to be broken off as you eat.
The 'gold G&Tea' is gin infused with tea and speckled with gold flakes, a Christmas cake comes trimmed with LED lights and a chocolate cake has been decorated with five gold rings to create "a decadent pudding".
M&S said a team of 40 product developers began working on the range in September last year, visiting locations such as New York, Barcelona and Paris for inspiration.
M&S head of product development Sandra Ziles said: "At Christmas we all want to wow our family and friends with delicious food and surprise them with interesting new discoveries.
"What could be a better taste of Christmas than Christmas cake liqueur? And for those willing to be a bit more adventurous you can't beat our Brussels sprout juice - we hope it will convert a few non-sprout eaters to the green side."
The range will be in stores from early October.