Heinz has gone pink in a new partnership with Mattel for a limited-edition Heinz Classic ‘Barbiecue’ Sauce.
The new mayo and BBQ sauce product comes as a celebration of the 65th anniversary of the Mattel-owned Barbie brand and will be available online, shortly before rolling out to Tesco and other retailers from May.
Heinz director of taste elevation Thiago Rapp said: “Barbie well and truly won the hearts of Brits all over again last year, and after seeing the reaction this sauce brought to our fans on social media, we knew we had to make it a reality.
“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”.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Mattel EMEA head of consumer products and publishing Ruth Henriquez added: “This partnership opens up another avenue for Barbie fans to bring home the world of Barbie.
“Last summer, we worked quickly with Heinz to bring to life the prospect of a Heinz Classic Barbiecue Sauce in digital form, so it’s now so exciting to be able to put the physical product into our kitchen cupboards.
“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”.
It is not the first time Heinz has introduced a unique combination as part of a brand collaboration. Earlier this year, the FMCG joined forces with Paramount to release a limited edition The Godfather Pasta Sauce, inspired by the film’s iconic spaghetti meatball recipe.
Food brands Heinz has teamed up with in the past also include Cathedral City for a new take on the classic baked beans with a ‘Cheesy Beanz’ product, new limited-edition jars of hot cross bun mayonnaise for Easter, and Absolut Vodka for a limited edition tomato vodka pasta sauce.
