Heinz and Absolut Vodka have joined forces to launch a new limited edition tomato vodka pasta sauce.
The new launch has been inspired by the viral TikTok and Instagram recipes for Pasta alla Vodka, reported Grocery Gazette, which began in 2020 when Gigi Hadid’s recipe went viral, becoming one of the most copied recipes on the social media platforms.
According to Heinz, adding the vodka ‘unlocks the flavours and intensifies the aroma’ of the sauce.
The new product is being launched through the new Heinz ventures division, which was founded in 2020 to discover and develop innovative products and new flavours.
“While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers with delicious flavours, at the speed of social media trends,” commented Caio Fontenele, Heinz new ventures director. “The iconic combination of Heinz’s high-quality tomato sauces and Absolut’s premium vodka is set to offer fans the ultimate pasta alla vodka experience.”
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