Hell Pizza has launched another marketing coup today by advertising free crumbed lamb brain with any pizza ordered this week in celebration of Halloween.

Whether the thought of munching on the crumbed brains of formerly bouncing baby lambs has people salivating, it certainly has them talking.

While brains may be an undiscovered epicurean delight for some Kiwi connoisseurs, they have long been boiled, fried and curried as a delicacy in other parts of the world.

Hell general manager Ben Cumming says the company is now challenging customers to confront any preconceptions or prejudices they may have and get stuck in to some tasty herb and crumb encrusted bits of brain – for free.

'Offering brains is just a continuation of our desire to create new and exciting limited-time opportunities for our customers. There will be people who struggle to get their grey matter around the concept of eating it, which is exactly the reaction we want – where's the challenge otherwise?

'There are around 20 million lambs processed at meat works and abattoirs every year in New Zealand and, given brain is highly regarded by many cultures around the world, we thought we'd give Kiwis the chance to see what they're missing out on.”

Ben says the lambs brains' texture is not what many people may expect and it's also loaded with B vitamins, selenium, copper, iron, zinc and potassium.

The company has conservatively forecast 2000 servings of brains, but Ben admits to being slightly anxious that demand will far outweigh supply once again.

'Over the past 18 months we've served up rabbit, goat, deer, boar and a pretty Angry Dragon – they weren't for everyone, but they all sold out fast and we're confident brains will too.

'Our forecast for supply is a bit of an educated ‘stab in the dark'. It seems we often underestimate Kiwis' desire for a new experience – so my advice would be get in quick if you don't want to miss out.”

The topping is being offered for a limited time until to October 31.

Does thought of crumbed lambs brain on your pizza excite your taste buds or repulse you to the core? Post your comments below or on SunLive's Facebook page at: www.facebook.com/SunliveBOP