Heinz and Absolut Collaborate to Create Limited-Edition Tomato Vodka Pasta Sauce
Heinz and Absolut have collaborated to create a limited-edition tomato vodka pasta sauce in response to a social media craze for pasta alla vodka. The Heinz x Absolut Tomato Vodka Pasta Sauce will be available in mid-April at Waitrose.
The recipe for pasta alla vodka has been a staple in Italian restaurants for decades, with the vodka used to help the cream meld with the tomato base and balance out the flavors. But the interest in the recipe has intensified in recent years after model Gigi Hadid posted an Instagram Story of herself cooking
“spicy vodka pasta”.
According to Heinz and Absolut, the vodka used in the sauce reduces to less than 1% during the cooking process and boosts the flavor compounds already present in the tomatoes, creating a rich texture that balances the creamy, cheese notes with the rich tomato and fragrant basil.
Heinz’s new ventures director, Caio Fontenele, said the partnership between the two brands would bring the first tomato vodka pasta sauce to major UK supermarkets, and the iconic combination of Heinz’s high-quality tomato sauces and Absolut’s premium vodka was set to offer fans the ultimate pasta alla vodka experience.
Leanne Banks, marketing director at Pernod Ricard UK, which owns the Absolut brand, said it was natural for the two iconic brands to collaborate, and now fans of the brand can enjoy Absolut in an entirely new and innovative way.
The sauce will cost £2.50 for a 350g jar, and consumers can also pre-order one jar from heinztohome.co.uk. With this new partnership, Heinz and Absolut are hoping to keep innovating and delighting consumers with delicious flavors at the speed of social media trends.
–Staff Reporter
