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Gigi Hadid inspires Absolut and Heinz to make vodka pasta a reality

Pernod Ricard has partnered with Heinz to release limited-edition jars of Heinz x Absolut Tomato Vodka Pasta Sauce.

The jars of sauce were inspired by supermodel Gigi Hadid’s spicy vodka pasta recipe that went viral across TikTok and Instagram back in 2020 and have since been shared across YouTube and recreated time and time again by foodies and influencers.

Speaking about the decision to pair up and create a vodka-infused sauce, Pernod Ricard UK marketing director Leanne Banks 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.”

Never one to miss a beat with a trend that is going viral, The Absolut Company brand creative director Tad Greenough explained: “With any partnership, we start with the consumer first – what’s in it for them, and why would they care? We knew there was incredible demand for Penne alla Vodka – partly fuelled by the social media hype when a celebrity shared the recipe online. We then thought we could bring the best of two worlds together – the best tomatoes and the best vodka. Now that would be something. Pronto, Heinz x Absolut Tomato Vodka Pasta Sauce.”

Heinz new ventures director Caio Fontenele added: “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!”

The Heinz x Absolut Tomato Vodka Pasta sauce jars will retail for £2.50 for a 350g jar and can be pre-ordered from ahead of their launch in Waitrose from 12 April.

To revisit Gigi Hadad’s Spicy Vodka Pasta recipe, that inspired the partnership between the Absolut and Heinz pasta sauce, watch the clip below as shared by The Pasta Queen via YouTube.

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