A battle 20 years in the making starts today when HELL and BurgerFuel go head-to-head in ‘Eat Fighter – Battle of the Brands’, where they will duel for the tummies and tastebuds of Kiwis during the month of October.
Eat Fighter is a nod to nostalgic arcade gaming of the mid-90s and each brand will use a hero ingredient – slow-cooked Oamaru lamb – to come up with a limited-time creation worthy of their menus.
The idea was born when HELL and BurgerFuel both coincidentally released their own version of a Reuben Sandwich shortly after Level 4 Lockdown.
With plenty of smack talk online over the last week (and a few pranks), the build-up has been nothing short of explosive, and fans of both brands are already backing their favourite contender to win.
Ben Cumming, CEO of HELL, says this battle is the first time two competing companies like this have worked so closely on a new release.
“Normally we keep these secrets close to our chests. For Eat Fighter, the rules of engagement have been agreed to by both companies; including what protein we’re using and co-designing some of the creative elements.
“We’re both also showcasing NZ produce in both our creations, which is at the heart of what we both do.”
HELL’s Silencer (of the Lambs) is loaded with slow-cooked Oamaru lamb on a kawakawa harissa base, with spinach, red onion, tomatoes and feta, finished with mint and horopito aioli.
BurgerFuel’s Roundhouse Ram features braised Oamaru lamb shoulder with sweet mint sauce, smashed crumbed pea bites, sautéed onions, fresh sliced tomato, batch brewed tomato relish and free-range BurgerFuel Aioli, all housed in an artisan wholemeal bun.
The Roundhouse Ram and Silencer will be available until 31 October.