
Heinz and Absolut join forces with the ultimate Tomato Vodka Pasta Sauce
inspired by the viral Instagram and TikTok pasta recipes
Today, the UK Absolut Vodka team reveals one of the sauciest collaborations yet seen from The Absolut Company. Pasta alla Vodka started its biggest moment in history of social media in 2020, when supermodels and influencers created a viral sensation with recipes for spicy vodka pasta. Still today, the recipe continues to be one of the trendiest on social media.
Now, the most iconic tomato sauce brand, Heinz, and the most iconic vodka brand, Absolut, are bringing their own version of the much-loved recipe to the masses, in jar form, through the creation of Heinz x Absolut Tomato Vodka Pasta Sauce. A limited number of the pasta sauce jars will be available at Waitrose UK from mid-April.
Why is this a match made in pasta heaven? Heinz explains that “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 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, cheese notes with the rich tomato and fragrant basil.
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.”
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