Heinz and Absolut Vodka have joined forces to launch their version of a pasta sauce loved by supermodels. Heinz X Absolut Tomato Vodka Pasta Sauce is inspired by the social media craze for spicy vodka pasta.
The recipe went viral in 2020 thanks to Gigi Hadid sharing her version on TikTok and Instagram. And it will soon be available on supermarket shelves.
Heinz says of the new sauce: "A match made in pasta heaven, the vodka is the magic that unlocks the flavours and intensifies the aroma of this rich and creamy tomato, basil and cheese sauce. During the cooking process, most of the alcohol from the vodka is reduced, boosting the volatile flavour compounds already present in the tomatoes and creating a rich texture that perfectly balances the creamy, cheese notes with the rich tomato and fragrant basil."
Caio Fontenele, Heinz New Ventures Director, said: "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. We are thrilled with the partnership between these two centenary brands, bringing the first tomato vodka pasta sauce to major UK supermarkets.
"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. And the result is absolutely delicious."
Leanne Banks, marketing director of Absolut owner Pernod Ricard UK, said: "It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles. As the UK’s no.1 premium vodka, Absolut was Born to Mix, whether that’s in delicious drinks or fun food combinations and Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven.
"Now fans of our brand can enjoy Absolut in an entirely new and innovative way, Pasta alla Vodka style."
A limited number of the Heinz x Absolut Tomato Vodka Pasta sauce jars will be available at Waitrose from mid-April for £2.50 for a 350g jar. They can also be ordered from the Heinz website ahead of its official supermarket launch.
