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22nd Mar 2023

Heinz and Absolut team up for vodka pasta sauce inspired by social media craze

Charlie Herbert

Vodka pasta

The combo you never expected

Heinz and Absolut have joined forces to make a vodka pasta sauce, inspired by the social media craze for spicy vodka pasta.

Pasta alla Vodka became a social media craze in 2020, when supermodel and influencer Gigi Hadid posted a recipe for spicy vodka pasta sauce on her Instagram Stories. It then became one of the trendiest recipes on TikTok and Instagram.

Now, one of the most iconic tomato sauce brands, Heinz, and one of the world’s biggest vodka brands, Absolut Vodka, 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.

The new recipe makes Heinz, who has previously admitted to being ‘ridiculously late’ to the tomato-based pasta sauce game after over 150 years of creating world-renowned tomato-based products, predictably late to the Pasta alla Vodka party. But the result is absolutely good.

Just like how wine is often used in cooking, vodka can be used in the kitchen. In this case, it acts as the magic that unlocks the flavours and intensifies the aroma of this rich and creamy tomato, basil and cheese sauce. 

During the cooking process, most of 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.


Simply warm the sauce through your cooked pasta on the hob, and you’ll be dining like a supermodel in no time.  

Caio Fontenele, Heinz New Ventures Director, said: “While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers with delicious flavours, at the speed of social media trends.

“We are thrilled with the partnership between these two centenary brands, bringing the first tomato vodka pasta sauce to major UK supermarkets. The iconic combination of Heinz’s high-quality tomato sauces and Absolut’s premium vodka is set to offer fans the ultimate pasta alla vodka experience. And the result is absolutely delicious!”

Of the launch, Leanne Banks, Marketing Director, Pernod Ricard UK, said: “It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles.

“As the UK’s no.1 premium vodka, Absolut was Born to Mix, whether that’s in delicious drinks or fun food combinations and Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven. Now fans of our brand can enjoy Absolut in an entirely new and innovative way, Pasta alla Vodka style!”

A limited number of the Heinz x Absolut Tomato Vodka Pasta sauce jars will be available at Waitrose from mid-April for £2.50 for a 350g jar. 

However, if you don’t want to miss out, you can click here to pre-order one of a limited run of the special sauce, with your purchase arriving ahead of its official supermarket launch.  

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