Heinz has launched an unlikely partnership with alcohol brand Absolut, which will soon be available to buy in stores.
The two brands have joined for the first time to create the Heinz x Absolut Tomato Vodka Pasta Sauce, inspired by a social media craze for Italian classic pasta alla vodka. The sauce will be sold in limited amounts from Waitrose in mid-April.
Pasta alla vodka has been a staple in Italian restaurants for decades, with the alcohol used to help the cream meld with the tomato base and balance out the flavours. But interest in the recipe intensified in 2020 after model Gigi Hadid posted an Instagram Story of herself cooking “spicy vodka pasta”.
