Weetabix takes the biscuit with Burton Latimer baked bean breakfast banter

The Burton Latimer-based producer of one of the UK's best-loved brands of breakfast cereal has been bowled over by the reaction to a new serving suggestion for its famous brand.

Weetabix Food Company, producers of some of Britain’s most famous and iconic brands including Weetabix, has invited lovers of the cereal to try a new bold combination - Weetabix and baked beans.

In a campaign saying 'Why should bread have all the fun when there's Weetabix?', the company, which has its global headquarters in Northamptonshire, has received thousands of reactions on Twitter, not many of them favourable.

Northampton Saints official Twitter account joked: "This is one time we don’t want a try... Yellow card offence."

Dominio's Pizza UK thought they had cornered the market in divisive food toppings joining in the bean banter with: "Us: Pineapple on pizza is the most controversial food ever. Weetabix: Hold my spoon."

Yesterday, Weetabix suggested the controversial idea of spreading Weetabix with another British iconic brand, the love or hate it Marmite, and even suggested ditching milk in favour of Innocent Smoothie for a fruity hit.

Owned by Post Holdings Inc, Weetabix Food Company has been fuelling families around the world for the past 85 years with cereals and snacks produced in Burton Latimer and Corby with operations across North America, South Africa, Kenya, Germany and Spain and exporting to more than 90 countries around the world.

Gareth Turner, head of Brand at Weetabix, said: "We thought it would be fun to collaborate with some other British iconic brands to see what happened. If people want to use this as inspiration for their next meal, who are we to stop them."