Shoppers have questioned whether the latest product from Heinz is an April Fools joke, as the brand launched a partnership with Absolut Vodka.
The unlikely partnership unveiled its Heinz x Absolut Tomato Vodka Pasta Sauce on Wednesday (March 22). Inspired by a social media craze for Italian classic pasta alla vodka, the alcohol reduces to less than 1% when cooked.
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”.
