Heinz X Absolut: iconic brands partner for tomato sauce with vodka kick
Iconic grocery brands Heinz and Absolut Vodka have partnered to launch a brand new limited edition tomato vodka pasta sauce, inspired by the viral TikTok and Instagram recipes for Pasta alla Vodka.
The new launch, which is an early contender for one of the most unexpected partnerships of the year, comes in the wake of the social media craze for spicy vodka pasta.
Containing a blend of tomato, basil, cheese and vodka, the sauce takes inspiration from Gigi Hadid’s recipe for the dish – which went viral in 2020, when it became one of the most copied recipes on TikTok and Instagram.
According to Heinz, adding the vodka “unlocks the flavours and intensifies the aroma” of the sauce.
The new sauce is the latest innovation from the food giant, who has previously admitted to being ‘ridiculously late’ to the tomato-based pasta sauce game after over 150 years of creating world-renowned tomato-based products.
The new product is being launched through its new ventures division, which was founded in 2020 to discover and develop innovative products and new flavours to join the Kraft Heinz portfolio.
Heinz new ventures director Caio Fontenele said he was “thrilled” to be bringing the first tomato vodka pasta sauce to major UK supermarkets.
This first-of-its kind collaboration is part of the company’s larger transformation to bring insight-driven innovation to consumers faster than ever before and grow its taste elevation platform around the world.
Pernod Ricard UK marketing director Leanne Banks described the partnership as a “match made in heaven”.
A limited number of the Tomato Vodka Pasta sauce jars will be available through Heinz’s DTC site and in select Waitrose stores from 12 April.
Related news
Amazon partners with TikTok and Pinterest for social selling
Amazon has partnered with TikTok and Pinterest to allow users…
Read more >German consumers are listening less to influencers
The impact of influencers on shopping behaviour in Germany has…
Read more >‘TikTok Shop gears up for launch in Ireland and Spain’
TikTok Shop is reportedly set to launch in Ireland and…
Read more >Related news
A new office responsible for food safety and retail trade can be established under the leadership of Márton Nagy
A new top organization called the National Trade Office could…
Read more >K&H: Almost two-thirds of businesses are planning development
The majority of domestic micro, small and medium-sized enterprises, 61…
Read more >KSH: industrial production fell by 8.2 percent in June
In June 2024, the volume of industrial production was 8.2…
Read more >