Iceland Foods’ product innovation has become the stuff of legend, from its prawn rings to its doner kebab pizzas.

But its latest bright idea, the Atomic Vindaloo curry, gave one customer who “didn’t take it seriously” quite a surprise.

Customer Gemma Brady tweeted Iceland to say “I’m obsessed with hot curry but was shocked that it nearly blew my head off!” The grocer glibly replied “It’s not called ‘Atomic’ for nothing”.

A wise warning to sometimes judge a book by its cover.