Renowned hypnotist Paul McKenna is hosting the world’s first mass online hypnosis to convert Gedling borough’s sprout haters to lovers of the vegetable this Christmas.
The 10-minute ‘Save Our Sprouts’ trance, which is available on Aldi’s YouTube channel, could see up thousands of sprouts saved from the bin on Christmas Day.
In the first ever mass hypnotism of this kind, McKenna hopes to use the power of mind over matter to help viewers create positive associations to the mini brassicas, eradicating previous fears and apprehension regarding sprout consumption.
The 58-year-old hypnotist 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.”
To put the trance to the test, Aldi recruited two sprout hating members of the public to undergo hypnosis with Paul.
By asking that they imagine the texture and taste of their favourite food when eating brussels sprouts, Paul was able to refocus their brains to let go of previous negative thoughts towards the vegetable. After the session, which took approximately 15 minutes, both had been converted into sprout lovers, and happily ate them when offered.
Scott Garson, who works as a Finance Manager, said: “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.”
Enoch Ogbonnaya, a student studying in London, said, of tasting the sprouts: “The flavour has changed…I don’t know how, but it has! My mum is going to be absolutely shocked, and she’s going to be buzzing. Now, when she puts brussel sprouts on the plate, I’ll ask for seconds.”
In a survey carried out by the discount supermarket giant, sprouts came at the bottom when participants were asked to rank their festive dinner items on preference.
Christmas dinner items in order of Brits’ preference:
1. Roast potatoes
2. Turkey
3. Yorkshire puddings
4. Stuffing
5. Pigs in Blankets
6. Parsnips
7. Carrots
8. Sprouts
Julie Ashfield, managing director of buying at Aldi UK, said: “Sprouts are a polarising vegetable that has the nation divided.
“Not only will our online hypnosis help customers to enjoy every single element of their Christmas dinner, but it could also help to save millions of sprouts from being tossed in the bin.
“We hope that sprout haters up and down the country are encouraged to give the hypnosis a go.”
