Heinz has launched a trio of new TikTok-inspired pasta sauces as it aims to cater to new consumers by bringing a “culinary twist to the kitchen”.

The new sauces are made using Italian-grown tomatoes and include the flavours Tomato, Sicilian Lemon & Ricotta; Tomato, Black Garlic & Roasted Garlic; and Tomato & Spicy ‘Nduja.

Heinz said its Tomato & Spicy ‘Nduja Pasta sauce was prompted by the recent explosion of ‘Nduja inspired recipes across the UK and the growing number of people adding the Calabrian spicy sausage from the southern region of Calabria to their everyday dishes.

It said the ingredient is so popular, with online buzz about Nduja with pasta growing 21% YOY across social channels.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Similarly, Heinz added that garlic is the number one ingredient used in viral pasta dishes on social media prompting it to add a culinary twist with the inclusion of aromatic black garlic, while Tomato, Sicilian Lemon and Ricotta is the number one trending pasta dish on culinary trend watching site ‘Tastewise’ (2023).

Kraft Heinz Europe head of culinary tomato Alessandra Sega said: “Introducing new recipes is one of the ways we’re continuing to disrupt and drive excitement in the pasta sauce category – making superior quality ingredients and the latest food trends accessible to all pasta lovers in the UK.

“Inspired by viral trends on social media and restaurants, our new Heinz pasta sauces bring a culinary twist to the kitchen, and they taste… ridiculously good! We can’t wait for people to try them!”

The FMCG’s latest portfolio additions come amid a series of new NPDs at the sauce and condiment manufacturer. Last year it launched its new pasta sauce range, supported by a campaign challenging chefs to “choose their level”.

Heinz new TikTok-inspired pasta sauces are set to be available on www.heinztohome.co.uk, and Waitrose, Morrison’s and Ocado for £2.50 for a 350g jar.