Heinz have officially launched a new vegan condiment named “Barbiecue Sauce” in collaboration with Mattel to mark Barbie’s 65th birthday.
This pink BBQ-flavoured mayonnaise follows the success of the Barbie movie, which featured Margot Robbie and Ryan Gosling and was the top-grossing film of 2023, earning $1.36 billion. The idea for the Barbie-themed sauce first appeared on Heinz’s Instagram as a mockup, which, after receiving significant public interest, led to its production.
Thiago Rapp, Heinz’s director of taste elevation, stated that the overwhelming positive response from British fans to Barbie last year inspired the decision to create the sauce. He emphasised Heinz’s commitment to innovation and satisfying customer demands through exciting partnerships like this one with Mattel.
The sauce, described by Heinz as “the perfect pink pairing for burgers,” is designed to enhance a variety of foods from chips to pizzas with a smoky flavor. It is now available for purchase at Tesco stores and through Heinz’s online platform.
Heinz continues to expand its vegan product range, having previously introduced plant-based versions of its mayonnaise, salad cream, tomato soup, and a vegan “Beanz and Sausages” tin, catering to the growing vegan and flexitarian market.
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