Heinz is joining forces with Mattel to capitalise on Barbie-mania by launching a pink barbie-cue sauce, ahead of both a summer of garden parties and the 65th anniversary of the doll herself.
The limited edition vegan mayo with BBQ sauce is available from today, and comes after Heinz teased its fans with the possibility last year, receiving responses like “if you make it happen I’ll dye my hair pink” and “please do this, I beg you”.
The sauce, which uses beetroot extract to achieve the vibrant pink colour, is not the first time Heinz has carried out clever collaborations – with the brand previously joining forces with Absolut to launch a vodka pasta sauce product.
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Mattel EMEA head of consumer products, publishing and LBE Ruth Henriquez said: “This partnership with Heinz 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 exciting to be able to put the physical product into our kitchen cupboards.”
Heinz director of taste elevation Thiago Rapp added: “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.”
