'Truly exceptional' pasta sauce to return to UK supermarkets after fans plead for its return
Waitrose will be the first supermarket to start selling the sauce
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Heinz and Absolut's iconic tomato and vodka sauce is making a highly-anticipated return to supermarkets due to popular demand.
The mega brands jointly launched a limited edition version of the sauce in March to help innovate “at the speed of social media trends” after the recipe went viral.
The product will be sold at Waitrose in the coming weeks, with more supermarkets set to follow later in the month.
Heinz explained during the limited edition launch that adding vodka to tomato-based sauces helps “unlock the flavours and intensifies the aroma”.
The beloved pasta sauce is back by popular demand
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Most of the alcohol from the vodka is reduced during the cooking process, boosting the volatile flavour compounds in tomatoes.
The result is a rich texture and creaminess that pairs beautifully with the zesty notes of fragrant basil.
Kraft Heinz head of growth Caio Fontele 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.”
The pasta sauce sold out in less than a week when it was launched earlier this year - leaving customers pleading for its return.
Some eager fans were left with no choice but to purchase the product on Ebay, where batches went on sale for a staggering £250.
It has been a viral favourite among social media users since Gigi Hadid shared a clip of the recipe on Instagram.
It quickly became one of the most copied recipes on TikTok and Instagram, gardening interest from foodies worldwide.
The Vodka sauce is just one of several new product offerings from the FMCG in recent months as the company looks to experiment with new sauces.
The brand partnered with Mattel to launch a limited edition pink Heinz Classic “Barbicue” Sauce to coincide with the release of the film last year.
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More supermarkets will sell the product later in the month
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Heinz also created the limited edition Godfather Pasta Sauce at Waitrose, inspired by the film’s iconic spaghetti meatball recipe.
Debasree Dasgupta, Vice President of Marketing Absolute, added: “We’re absolut-ly thrilled to rekindle our partnership with Heinz team.
“As passionate collaborators, we’re dedicated to delivering only the best of our customers.
“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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