Breakfasts may never be the same again, following the announcement that budget hotel chain Premier Inn is planning to add a new condiment to its range: Purple Sauce.
The sauce has been created by chef Ed Baines, best-known for being a judge on Britain's Best Dish, and matches the chain's trademark colour.
It's said to be based on a 400-year-old Scandinavian recipe, which is traditionally eaten with meatballs, game, poultry and pork - making it a good match for the British fry-up, says Premier.
With blackberries the main ingredient, the sauce also includes cider vinegar, onions, sugar, garlic, chillies, cumin, salt and pepper.
A Premier Inn spokesperson tells the Mirror: "Purple Sauce has been created to complement the smoky tastes of a cooked breakfast and goes perfectly with British sausages and tasty back bacon, whether in a cooked full English or a delicious sarnie."
If you want to try the sauce now, you'll need to visit a Premier Inn, although there are plans to launch it in supermarkets in the new year.
Alternatively, you could try the original Scandinavian version. Based on lingonberries, a close relative of the blackberry, it's widely available via mail order, and there are plenty of recipes online.
The UK appears to be falling out of love with its familiar bottled sauces. Industry analyst Mintel says that sales of tomato ketchup fell 3% last year - and sales of brown sauce by nearly a fifth.
This is partly because we're eating more foods such as pasta and pizza that aren't really suited to these condiments - and eating fewer cooked English breakfasts to boot. Consumers are also concerned about the fat and sugar content of many traditional sauces.
Four in ten shoppers, says Mintel, are now looking to spicier or more exotic alternatives, such as piri-piri or chilli sauce - meaning that Premier Inn's Purple Sauce may be in with a chance of taking over the nation's breakfast tables.
"It sounds strange but looks good on the plate and works well at breakfast," says Baines.