EUROPE – Heinz, a renowned American food processing company, has teamed up with Mattel to introduce a special edition ‘Barbiecue’ sauce, marking the 65th anniversary of the Barbie brand. 

 This unique product, a pink vegan mayo infused with barbecue sauce, made its debut on 15th April in the UK and Spain. 

The collaboration comes after Heinz teased the concept online last year during the height of the ‘Barbiecore’ trend ignited by the release of the Barbie movie.

Crafted with a smoky flavor, Barbiecue sauce gets its distinctive ‘Barbie pink’ hue from beetroot extract.

Thiago Rapp, Heinz’s director of taste elevation, expressed the brand’s eagerness to bring the product to life after witnessing the enthusiastic response from fans to the teaser on social media in 2023.

We’re always looking for ways to innovate and give our fans what they want, and we’re thrilled to be able to bring this iconic partnership with Mattel to life,” he added. 

Ruth Henriquez, head of consumer products, publishing, and LBE at Mattel EMEA, reflected on the swift transition from the digital state to the physical product, describing it as an exciting journey.

“This collaboration embodies the spirit of innovation and fun that both Mattel and Heinz are known for, and we can’t wait for fans to enjoy this delicious and unique product.” she added.

Initially, Heinz has made 5,000 bottles of the ‘Barbiecue’ sauce available on its Heinz to Home website. 

Starting from April 17th, a limited quantity will hit the shelves of Tesco stores, with further availability on Ocado and other retailers scheduled for May.

The sauce is priced at £3.39. 

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