Shoppers have responded with overwhelming enthusiasm to the arrival of MYProtein's Hot Honey Chicken Mac & Cheese with Pepperoni at Iceland stores.
The new ready meal has sparked immediate interest on social media, with numerous customers expressing an urgent desire to purchase the product.
"Immediately need that," one shopper commented, while another declared: "This sounds so good."
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The response has been notably swift, with customers tagging friends and family members to request purchases on their behalf.
One enthusiastic buyer stated that they "will be going tomorrow – I'm getting five" when asked to collect the item for someone else.
Customers who have already sampled the product have shared glowing reviews. One pasta fan declared it "amazing", while another described the meal as "unreal".
The promotional pricing has encouraged bulk purchases, with one shopper revealing: "It's three for £10. We bought nine."
'Will be going tomorrow – I'm getting five'
|Tesco/Newfoodsuk
Another customer announced: "My dinner for the next eight weeks sorted."
Multiple buyers have praised the broader Myprotein x Iceland product range, with one noting: "I've tried a few of these meals, all have been great."
Others described the new offering as "banging" and "lush," promising to purchase it during their next shopping trip.
Amassing thousands of likes, comments, and shares already, the macaroni offering is set to be a hit among Iceland's shoppers.
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The entire Myprotein x Iceland range has proved popular
|Myprotein
The partnership between Iceland and Myprotein combines the supermarket chain's frozen food capabilities with the nutrition brand's protein expertise.
Their collaboration has produced a selection of protein-rich prepared dishes designed for time-pressed consumers.
The range encompasses various meal options from morning to evening, all engineered to cook within minutes.
According to the brands, these offerings deliver nutritional value whilst maintaining flavour quality.
In other supermarket news, Marks & Spencer has introduced a "best-tasting" kitchen staple set to "wow" customers.
A fifth-generation farmer has brought a "special" potato variety to Northern Irish stores and select stores in the Republic of Ireland.
The Queens variety, harvested at "optimal" ripeness, holds special significance in Irish culinary tradition.
Praised for its "unique dry matter content", it produces a "fluffy, floury potato bursting with flavour".