Inside Aldi’s mass hypnosis clip to make us love sprouts – and how to watch it
It’s a source of division at every dinner table – to love the humble Brussels sprout or to hate them.
And this year, supermarket Aldi is stepping in to help ease the tensions, aiming to hypnotise even the harshest sprout critic into swooning over the dish.
Joining forces with renowned hypnotist Paul McKenna, Aldi is hosting the world’s first mass hypnosis to transform the 15 million sprout haters in Britain into fans.
The ten minute ‘Save Our Sprouts’ trance is available to watch on Aldi’s YouTube channel and shows Paul using established hypnosis techniques to help form positive associations with the divisive vegetable.
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The video comes after research by the supermarket chain found that 23% of the nation call consider themselves a sprout hater, with 42% of 18 to 24 year olds finding them to leave a foul taste in their mouth.
This means that the hypnosis, which intends to eradicate previous fears and apprehension regarding sprout consumption, could save up to 130 million sprouts from making their way into the bin this Christmas.
Speaking of the unusual project, Mr McKenna said: “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.”
By having participants imagine that they’re eating their favourite food when indulging on Brussels sprouts, the 58 year old behavioural scientist was able to refocus their thoughts and alter their opinions.
Former sprout hater Enoch Ogbonnaya, a student from Charlton, London explained: “The flavour has changed…I don’t know how, but it has!
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“My mum is going to be absolutely shocked, and she’s going to be buzzing. Now, when she puts Brussels Sprouts on the plate, I’ll ask for seconds.”
Scott Garson, a Finance Manager from Clapham, London was equally as surprised.
“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,” he said.
The controversial side dish was ranked as being the worst part of Christmas dinner, leaving one in 10 Brits fearful that sprouts could lose their place on plates for good.
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