Chocolate haggis launched by Scottish butcher Simon Howie hits shelves ahead of Burns Night

The ‘world’s first’ chocolate haggis has been launched by Scottish butcher Simon Howie ahead of Burns Night celebrations later this month.

The limited-edition product is Howie’s first-ever dessert product and will hit shelves in Tesco, Morrisons, Asda and Sainsbury’s stores in Scotland from Wednesday.

The first of its kind in the world, the ‘great chieftain o’ the chocolate puddin’-race’ has been launched ahead of the Bard’s birthday on January 25.

The haggis is a chocolate brownie pudding stuffed with white chocolate chips that can be served as a hot dessert with ice cream or cream and is suitable for vegetarians.

Paying homage to Cadbury’s infamous ‘Gorilla’ advert from 2007, the Scottish butcher announced the launch of the dessert with their own twist in a YouTube video.

Simon Howie expects 1.3 million haggis products to be sold during the month of January before celebrations of the famous Scottish poet begin.

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 unveiled the company's first dessert product ahead of Burns Night. Photo: Simon Howie. — Simon Howie unveiled the company’s first dessert product ahead of Burns Night. Photo: Simon Howie.

Clair Howison, brand director at Simon Howie said: “When I think chocolate I think of the Cadbury’s Gorilla. So when it came to telling the world about chocolate haggis, a homage to this iconic advert, that has long been hailed as one of the world’s most memorable adverts, made perfect sense.

“Our version of the advert sees the patriotic build of Loch Lomond meet the surreal drum expertise of a life size haggis and we are sure it will surprise and delight – just like Chocolate Haggis itself!”