Pigs in blankets: The bizarre British Christmas obsession South Africans will never understand
This Christmas has taken British festive food obsession to a whole new level, and South Africans might struggle to believe what’s happening!
After more than 20 years of London Christmases, I thought I’d seen it all.
Mince pies in September. Brussels sprouts as a “treat”. The inexplicable devotion to Christmas crackers that never actually crack properly.
But this Christmas has taken British festive food obsession to a whole new level, and South Africans back home might struggle to believe what’s happening in UK supermarkets right now.
The pigs in blankets phenomenon
Pigs in blankets, for the uninitiated, are small sausages wrapped in bacon.
They’re a staple on British Christmas dinner plates, sitting alongside the roast potatoes and (inevitably) overcooked turkey.
Fair enough. But here’s where it gets weird.
This year hasn’t just been about selling pigs in blankets. It’s been about turning them into an entire cultural moment.
Marks & Spencer made headlines by becoming the only major retailer to double-wrap every single pig in blanket in a whole rasher of bacon.
They called it “the biggest thing to happen to a pig in blanket” and expected to shift 25 million of them this festive season.
Aldi sold 25 million as well. That’s 50 million pigs in blankets between just two retailers.
From dinner plate to everywhere else
But the real madness goes beyond the Christmas dinner plate.
Taylor’s Crisps launched pigs in blankets flavoured crisps. Multiple retailers now stock pigs in blankets seasoning, pigs in blankets sandwiches, even pigs in blankets party snacks.
And if that wasn’t bizarre enough, Aldi launched a Brussels Sprout Kimchi Hot Sauce.
Yes, you read that correctly. They’ve taken Brussels sprouts, another Christmas dinner staple that divides opinion, and turned them into a Korean-inspired fermented hot sauce.
M&S went further still, creating a Turkey Feast Dip topped with shredded turkey, bacon, cranberry sauce and stuffing crumb. They’ve added pigs in blankets to mac and cheese. They’ve put them on top of pies.
Recent consumer research revealed that 58% of British shoppers consider pigs in blankets “essential” to Christmas dinner. Not nice to have. Essential. On par with stuffing and roast potatoes in importance.
The South African perspective
For South Africans used to Christmas gammon, cold meats, and summer salads eaten outside in the December heat, this British obsession seems particularly strange.
While Capetonians are firing up the braai and opening cold bottles of wine on the patio, Londoners are genuinely debating whether their pigs in blankets should be air-fried (46% plan to do exactly that) or traditionally roasted.
The cultural gap between a South African Christmas and a British one has never felt wider.
One involves sunshine and swimming pools. The other involves wrapping sausages in bacon, then creating an entire flavour profile industry around them.