Heinz has teamed up with Absolut Vodka for a limited-edition range of pasta sauces. It comes after a surge in social media users trying out the vodka pasta recipe made famous by Gigi Hadid in 2020. The limited-edition jars are to be available to UK shoppers in Waitrose from mid-April.
Tad Greenough, brand creative director at The Absolut Company, said: “With any partnership, we start with the consumer first – what’s in it for them, and why would they care?
“We knew there was incredible demand for penne alla vodka – partly fuelled by the social media hype when a celebrity shared the recipe online. We then thought we could bring the best of two worlds together – the best tomatoes and the best vodka. Now that would be something. Pronto, Heinz x Absolut Tomato Vodka Pasta Sauce.”
Gigi Hadid vodka pasta recipe:
Source: The Drum
24/03/2023