Weetabix criticised for suggesting fans serve cereal with baked beans: ‘Isn’t the world suffering enough?’

Even Sex Education actor Asa Butterfield voiced his disgust

(Weetabix/Twitter)

Weetabix has been criticised after sharing an odd serving suggestion for its breakfast cereal.

The brand shared an image of two Weetabix on a dinner plate, drenched in baked beans, in what many fans called a "crime" against food.

The cereal company tweeted: "Why should bread have all the fun, when there's Weetabix? Serving up @HeinzUK Beanz on bix for breakfast with a twist. #ItHasToBeHeinz #HaveYouHadYourWeetabix".

The tweet attracted an influx of joking replies from other brands including: Lidl, KFC, the NHS, Nando's, West Yorkshire Police, Specsavers, National Rail, Marmite, GCHQ, Virgin Atlatic, HMV and many more.

Sex Education actor Asa Butterfield told the brand to "get out", to which Weetabix responded: "Sometimes the people we like don’t like us back, and there’s nothing you can do about it. No hard feelings... #HaveYouHadYourWeetabix"

Meanwhile, Tesco called the image an "illegal combination in the bagging area", while map-makers Ordnance Survey joked: "You've lost us on this one..."

West Yorkshire Police tweeted: "Even though this is criminal, please don't ring us to report it."

On the Weetabix website, the brand advertises a range of unusual-sounding recipes, including Weetabix breaded chicken and Weetabix with avocado, eggs and chorizo.

Despite the combination's apparent universal unpopularity, the post racked up over 9,000 likes, and even had rivals KFC and Nando's forming an alliance.

Nando's tweeted: "You okay hun? DM's are open if you need to talk".

KFC responded: "Let’s set aside our differences to prosecute this under the Geneva Convention."

Heinz also got in on the action, responding to detractors in support of the unusual dish.

National Rail tweeted: "Due to a @weetabix adding beans to their cereal, all services will be delayed while we figure out what is happening...."

Heinz responded: "Surely they are delayed due to strong wind."

Last March, Heinz pledged to provide 12 million breakfasts to school children who were missing out on free school meals after schools closed for the first time during the pandemic.

Sharing a post titled "Breakfast isn’t going anywhere" across its social media channels, the food company announced that it was committed to providing 12 million free breakfasts for the many school children who still needed them the most.

"That equates to one breakfast a day, five days a week for eight weeks for the school children who would usually benefit from access to breakfast club programmes," Heinz said.