This sounds incredible!
Heinz and Absolut Vodka have announced the return of their viral Tomato Vodka Pasta Sauce after its limited-edition launch last Spring.
Now, the brands are giving the public what they want by relaunching as the love for the trend continues with countless TikTok videos, recipes and listings on popular restaurant menus.
After selling out in just four days for the initial launch, Heinz x Absolut Tomato Vodka Pasta Sauce made the world go crazy.
So much so, that purchases were limited to two per customer to keep fans at bay, with some reselling jars for up to £250 on eBay (and even now being sold for £20!).
In what was one of the most unexpected partnerships of the year, the purveyors of some of the finest food and drink in the land joined forces to make the dreams of Pasta alla Vodka lovers come true.
Its launch came after a certain supermodel created a viral sensation with their social media recipe for spicy vodka pasta, becoming one of the trendiest recipes and now a staple in the culinary world.
Despite only launching in the UK, the response across the globe was overwhelming, with fans desperate to get their hands on the once limited-edition pasta sauce:
Heinz consumer care teams also received an influx of messages, with one fan mentioning they’ve “been desperately trying to get it” and numerous asking, “will you be restocking?”, with messages continuing more than a year on.
Caio Fontenele, Head of Growth at Kraft Heinz said: “As the top selling Heinz product and number one selling pasta sauce at the time of launch, we knew pasta lovers were as obsessed with it as we were. After receiving countless messages from fans all over the world asking how they could get their hands on a jar, we knew we couldn’t ignore it. Now, everybody can have the ultimate Pasta alla Vodka experience with the iconic combination of Heinz’s high-quality tomatoes and Absolut’s premium vodka.”
Debasree Dasgupta, VP Marketing Absolut, added: “We’re absolut-ly thrilled to rekindle our partnership with the Heinz team. As passionate collaborators, we’re dedicated to delivering only the best to our consumers. At Absolut, our ‘Born to Mix’ philosophy enables us to perfectly blend our premium vodka with Heinz’s finest pasta sauce to create something truly exceptional. Our mission? To stir up unique and delightful experiences. So naturally, we’re reintroducing this fan-favourite as the recipe craze continues to simmer!”
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 notes with the rich tomato and fragrant basil.
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Simply warm the sauce through your cooked pasta on the hob and you’ll be dining like a supermodel in no time.
This first-of-its kind collaboration is part of Kraft Heinz’s larger transformation to bring insight-driven innovation to consumers faster than ever before and grow its taste elevation platform around the world.
The relaunch comes as Heinz recently expanded its pasta sauce range with a trio of new flavours inspired by TikTok:
- Tomato & Spicy ‘Nduja
- Tomato, Sicilian Lemon & Ricotta
- Tomato, Black Garlic & Roasted Garlic
Heinz x Absolut Tomato Vodka Pasta Sauce is available exclusively at Waitrose from 29 July, plus other retailers from Autumn 2024.
