UK- Popular alcoholic brand Absolut and multinational food company Kraft Heinz have responded to calls from customers through social media to relaunch the Tomato Vodka Pasta Sauce.
The sauce retails at £2.50 (US$3.20) for a 350-gram jar and is available exclusively at Waitrose until Autumn 2024.
The two brands initially launched the collaborative pasta sauce in March last year in the UK. The sauce became popular in social media circles and sold out in just four days. Production, distribution, and sale of the sauce ceased after it was sold out.
The sauce was so popular during its initial launch that purchases were limited to two jars per customer, with resale prices going as high as £250 (US$321) on platforms like eBay.
According to Kraft Heinz, the product was the number one-selling pasta sauce and the top-selling Heinz product at the time of its initial launch.
Despite only launching in the UK, global response on social media proved overwhelming, with fans and enthusiasts expressing desperation in accessing the once limited-edition pasta sauce.
The two companies revealed they received overwhelming messages from fans and customers all over the world inquiring about how they can make the sauce at home. This was a valuable opportunity for both companies to relaunch the sauce.
Caio Fontenele, Kraft Heinz’s Head of Growth, said, “After receiving countless messages from fans all over the world asking how they could get their hands on a jar, we knew we couldn’t ignore it. Now, everybody can have the ultimate pasta alla vodka experience with the iconic combination of Heinz’s high-quality tomatoes and Absolut’s premium vodka.”
According to Fontenele, the secret to the vodka pasta sauce is in the alcohol, which ‘unlocks the flavours and intensifies the aroma of the tomato, basil and cheese sauce.’ However, most of the alcohol is reduced during the cooking process. This reduction enhances the volatile falvors already present in tomatoes and creates a rich, balanced texture.
Absolut welcomed the move, reiterating it is a reflection of its strategy to offer the best value to customers.
Debasree Dasgupta, Absolut’s Vice President of Marketing, said, “We’re absolutely thrilled to rekindle our partnership with the Heinz team. As passionate collaborators, we’re dedicated to delivering only the best to our consumers.”
“At Absolut, our ‘Born to Mix’ philosophy enables us to perfectly blend our premium vodka with Heinz’s finest pasta sauce to create something truly exceptional.”
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