HEINZ & ABSURD BIRD UNVEIL PLANT-BASED DHOOM! BURGER FOR VEGANUARY
Heinz and fried chicken chain, Absurd Bird, have teamed up to create the mouthwatering new DHOOM! vegan burger.
It was only available during Veganuary, and the limited-edition burger combined plant-based classics - Heinz Tomato Ketchup and Heinz Beanz - with the distinctive, delicious flavours of Mumbai. Sure to delight vegans, vegetarians, flexitarians and carnivores alike, it was available for dine-in and delivery across five Absurd Bird restaurants in the UK.
Translated as ‘explosion’ in Hindi, the DHOOM! Burger shows just one way to put a twist on Britain’s much-loved plant-based staples. Heinz Beanz are refried with a top-secret masala spice mix to pack a fiery punch, while traditional Heinz Tomato Ketchup made with sun-ripened tomatoes, gets a sizzling infusion of chillies and ginger to create a zingy tandoori-inspired sauce. Complete with Absurd Bird’s crispy vegan chick’n fillet, the burger is stacked high with chat pata pickles, coriander, and Maharashtrian shengdana peanut crumble, all nestled in a toasted brioche bun.
Asmita Singh, Marketing Lead, UK Foodservice at Kraft Heinz said: “Lashings of Heinz Tomato Ketchup make everything better – from burgers & fries to samosas & savoury snacks. Teaming up with Absurd Bird was an amazing way to take a new journey with the Unmistakeable Taste of Heinz. Here we showcase how you can elevate any dish by using our brilliantly simple products with a twist. We hope this burger lands with a DHOOM! and shows once again that plant-based can be packed with flavour and excites a variety of diners, from hardcore vegans to flexitarians and curious carnivores.”
Omar Romero, Global Culinary Director, Kbox Global said: “At Absurd Bird we are crazy about flavours, and our dedicated team draw inspiration from our native countries and beyond to develop unique combinations, always pushing boundaries and asking, ‘Why not?’. Our new vegan DHOOM! Burger is the result of this process. It’s an amalgamation of our classic American fried chicken and Heinz staples rethought to create a loaded plant-based burger, stuffed with textures and flavours found in the bazaars of Mumbai. And it worked – the DHOOM! Burger takes plant-based eating to another dimension. What makes it ‘absurd’? The size, the indulgence, the rollercoaster of textures and flavours in this Indian-American fusion that just so happens to be plant-based. From the freshness of the chat pickles to the sweet and sour of the mango slaw, the crunchiness of the chick’n and the kick of the ketchup, it’s a festival of flavours in every bite.’
Toni Vernelli, International Head of Comms & Marketing, Veganuary, concludes: ‘Each Veganuary, we hope to showcase the versatility of plant-based food, without compromising on flavour or quality, and the Absurd Bird x Heinz partnership is doing exactly that. The addition of world flavours is one of many ways we can simply, yet effectively, introduce new seasonings to challenge and excite tastebuds, inspiring vegans and non-vegans alike to enjoy plant-based meals more often.’
The DHOOM! burger was available until 31st January in Absurd Bird sites including Spitalfields and Soho in London, Exeter, Leeds, and Glasgow as well as via Just Eat and Uber Eats.