Belfast News Letter
Boojum is bringing one of the internet’s biggest food obsessions to life this summer with the launch of the brand-new Cholula Spice Bag. The limited-edition dish lands in Belfast and across all stores in the UK and Ireland from Wednesday 20th May. The Spice Bag is a major social media food trend, with more than 100,000 monthly TikTok searches across Ireland and the UK. The dish was originally created by a Chinese takeaway in Dublin in 2006 and has since achieved cult status among food fans. Now Boojum is putting its own spin on the viral sensation. The Cholula Spice Bag unites three Boojum heroes - fan-favourite Cholula Hot Honey Chicken, crispy Mexican Spiced Patatas and fajita veg – with an optional garnish pot of fresh chillies and spring onions to create an authentic Spice Bag taste. The ingredients are loaded into a bag and served the traditional Spice Bag way for the ultimate grab-and-go feast. Packed with bold flavour, crunch, heat and serious summer energy, the Cholula Spice Bag is Boojum’s biggest flavour mash-up yet. With the sweet-and-spicy kick of Cholula Hot Honey Chicken and Mexican Spiced Patatas at its core, the limited-edition launch combines trend-led flavour with Boojum’s renowned culinary innovation, adding a Mexican twist to a takeaway classic. For first timers wondering how to tackle a Spice Bag, the answer is simple: order it, shake it, tear it open and tuck in. Designed to be enjoyed this summer in Boojum stores or as a takeaway, the Cholula Spice Bag is made for beach days, park hangs, festivals, road trips and sofa sessions alike. Available in-store, for collection and on delivery, it’s the ultimate summer main character meal; bold, messy and built to be eaten straight from the bag. The Cholula Spice Bag will be available until the end of August. Paul McCullagh, Boojum Head of Marketing, said: "From humble beginnings in a Dublin takeaway 20 years ago, Spice Bags have absolutely blown up online, especially across TikTok. So naturally our team was keen to get in the kitchen and experiment with our own unique flavours, and we're super excited about what we've developed. It’s clear people are obsessed with the trend and they’re ready for a Boojum version of the Irish takeaway classic. “The Cholula Spice Bag brings together some of our biggest fan favourites into one seriously loaded summer special. It’s sweet, spicy, crunchy and full of flavour - exactly the kind of product Boojum fans go crazy for. “We genuinely think this is going to be one of the most talked-about menu launches of the summer and we can’t wait for customers in Belfast and across Ireland to get their hands on it.”
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