Through its New Ventures division, Kraft Heinz has created a new, limited-edition pasta sauce in collaboration with Pernod Ricard’s spirit brand, Absolut.
Inspired by the viral TikTok ‘pasta alla vodka’ recipes, the companies are launching a Heinz x Absolut Tomato Vodka Pasta Sauce.
According to Heinz, “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, the alcohol is reduced, boosting the volatile flavour compounds of the tomatoes and creating a rich texture that balances the creamy cheese notes with tomato and basil.
Caio Fontenele, Heinz New Ventures director, said: “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.”
Leanne Banks, marketing director at 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… Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven.”
Heinz’s New Ventures division was founded in 2020 with the aim to discover and develop innovative products to join the Kraft Heinz portfolio.
The limited-edition pasta sauce will be available in Waitrose supermarkets from mid-April for an RRP of £2.50.
© FoodBev Media Ltd 2024
