Shoppers have questioned whether the latest product from Heinz is an April Fools joke, as the brand launched a partnership with Absolut Vodka.
The unlikely partnership unveiled its Heinz x Absolut Tomato Vodka Pasta Sauce on Wednesday (March 22). Inspired by a social media craze for Italian classic pasta alla vodka, the alcohol reduces to less than 1% when cooked.
Pasta alla vodka has been a staple in Italian restaurants for decades, with the alcohol used to help the cream meld with the tomato base and balance out the flavours. But interest in the recipe intensified in 2020 after model Gigi Hadid posted an Instagram Story of herself cooking “spicy vodka pasta”.
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The special Heinz and Absolut sauce will be sold in limited amounts from Waitrose in mid-April. But not all shoppers weren't convinced, with some wondering if the new product was actually a prank.
Commenting on Heinz' Facebook post about the new tomato vodka sauce, one asked: "Hmm is this a build-up to 1st April?" while another commented: "I actually thought it was April 1st when I saw this". A third wrote: "had to look what date it was, as I thought it was April the 1st" and a fourth added: "Its not April 1st yet is it".
Over on Instagram, shoppers were a lot more excited about the product. - but there was still some doubt. @alex_j0hns0n asked: "Isn't [it] April Fools day next week?" and @millygrxy echoed: "It’s not April 1st yet ??"
But @the.foodie.analyst wrote: "Yesss the best idea" while @rene.cravings enthused: "Yessss unreallll". Tagging a friend, @mollyjfxo commented: "ive never needed something more" while @suzthrift added: "Need to try this one!"
Tagging model Gigi Hadid, who helped boost the pasta alla vodka trendin 2020, @chazmackaz said: "@gigihadid save yourself the time babe". @cjmlyons added: "Gigi Hadid eat your heart out."
The sauce will cost £2.50 for a 350g jar. Consumers can also pre-order one jar from heinztohome.co.uk.
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