Heinz and Mattel have joined forces to introduce a special ‘Barbiecue’ sauce, a pink vegan mayo infused with barbecue flavors, marking the 65th anniversary of the iconic Barbie brand.
The sauce made its debut today in the UK and Spain, building on Heinz’s online teaser of the concept last year during the ‘Barbiecore’ trend ignited by the release of the Barbie movie.
The new dairy-free creation, infused with beetroot extract, achieves that iconic ‘Barbie pink’ hue. Thiago Rapp, the Director of Taste Innovation at Heinz, expressed that they felt compelled to bring it to life after witnessing the enthusiastic response from fans to its teaser on social media in 2023.
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He further stated, “Continuously seeking innovation and striving to deliver what our fans desire is paramount to us. We’re ecstatic to realize this iconic collaboration with Mattel.”
Ruth Henriquez, the Head of Consumer Products, Publishing, and LBE at Mattel EMEA, remarked, “Last summer, we swiftly collaborated with Heinz to materialize the concept of Heinz Classic Barbiecue Sauce in digital format. Now, it’s truly thrilling to see the physical product ready to grace our kitchen cupboards.”
“This partnership encapsulates the essence of innovation and enjoyment, which both Mattel and Heinz are renowned for. We’re eagerly anticipating fans’ delight in savoring this delectable and distinctive product.”
Heinz has released an initial batch of 5,000 bottles on its Heinz to Home website. A limited supply will hit Tesco shelves starting April 17, followed by Ocado and other retailers in May, priced at £3.39.
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