Heinz X Absolut: iconic brands partner for tomato sauce with vodka kick

By: Trademagazin editor Date: 2023. 03. 24. 09:53

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.

Grocery Gazette