Amid a tense trade situation and a slowing EV adoption curve, don’t be surprised if automakers change their product plans for the near future. More hybrids, different pricing, reduced model selection … if all of these things are on the table, why not also sausages? In an amusing moment of diversification, Volkswagen is turning its famed currywurst into microwave meals. They’re only officially slated for sale and consumption in Germany for now, but could you imagine if we got it in North America?
In case you aren’t familiar with currywurst, it’s Germany’s chief contribution to fast food, the people’s food of the modern era. Bockwurst, ketchup, curry powder, either on fries or over a bun, simple as. Claimed to be invented in 1949 by Herta Heuwer, albeit without ketchup at the time, it’s become a phenomenon, with an estimated 800 million servings enjoyed every year in Germany. One of the biggest players in the game? Volkswagen. Yep, the car manufacturer.
The Golf is one of the most popular cars in history, but as a popular product, it has nothing on the currybockwurst sausages produced by Volkswagen in Wolfsburg every year—around seven million of the things. Known by part number 199 398 500 A, this office-canteen-specialty-turned-mass-marketed food is holy stuff for Volkswagen fans abroad, and a popular meal within Germany when paired with Volkswagen’s special ketchup.
Speaking of the ketchup, Volkswagen took the bold step of giving away a limited quantity of it in America last year, in collaboration with renowned VW fanatic Jamie Orr. It sold out 90 minutes after our article on it went live. Imagine if the last run of manual Golf Rs was snapped up that quickly, or the First Edition ID.Buzz. With popularity like that, it makes sense for Volkswagen to expand availability of its famous food, and Germany is getting an even easier way to enjoy it.
Starting next month, heat-and-serve Volkswagen currywurst is launching in select supermarkets in Northern and Eastern Germany, with nationwide availability on the docket after that. Admittedly, there is one big adaptation for this format: ditching the traditional curry powder by incorporating it into the sauce. That’s a bit of a shame, but considering Volkswagen has actual food scientists on the project, don’t be surprised if it tastes exactly the same. You will need to provide your own fries and/or bun, but otherwise, it’s the car brand’s iconic meal through and through.
There’s no word yet on whether or not Volkswagen would consider expanding heat-and-serve currywurst outside of Germany, but I can’t help but get the sense that this is exactly the product VW needs for its U.S. portfolio. Something cheaper and easier to chew on than a Jetta that really establishes brand presence in everyday people’s homes. The wildest part? Volkswagen technically can do currywurst in America, it’s just a matter of scale. As the National Post reported in 2018, “According to Volkswagen, when the company has served currywurst in the U.S. in the past, “it has flown the butchers into the country and replicated the production line with local ingredients.” Time to find some extra space at the Chattanooga plant, I reckon.
Top graphic image: Volkswagen
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