An American food company is planning to cash in on Eric Idle's forthcoming Broadway play MONTY PYTHON'S SPAMALOT.

Based on the British comedy collective's classic movie MONTY PYTHON AND THE HOLY GRAIL, the musical will launch on New York's legendary theatre strip in February (04), and HORMEL FOODS CORPORATION - who produce the luncheon meat - is determined to take advantage of the show's publicity.

Hormel bosses plan to issue Spam golden honey grail in a collector's edition can. The product will be available in limited quantities at select New York City retailers in February, to coincide with the opening of the show.

In a recent statement, Monty Python star Idle said, "Spam is the holy grail of canned meats."

Capitalising on the musical's title, Hormel spokeswoman Julie Craven insists New York is the ideal city to promote the Spam brand.

She says, "New York is a great place to get buzz. It is where buzz starts."

Spamalot will be directed by Mike Nichols, and star David Hyde Pierce, TIM CURRY and Hank Azaria.

03/12/2004 17:32