Heinz has taken a playful leap into the realm of themed condiments with its latest creation: the “Barbiecue Sauce.” This unique blend of vegan mayonnaise infused with BBQ flavors is not only a nod to vegan culinary trends but also a celebration of iconic American culture. Released in collaboration with Mattel, the sauce marks Barbie’s 65th birthday and capitalizes on the massive success of the Barbie film released last year.
A Cultural Phenomenon Turned Culinary Delight
The idea for this pink vegan mayo came in the wake of the Barbie movie’s unprecedented success. Starring Margot Robbie and Ryan Gosling, the film not only revived interest in the classic doll but also became the highest-grossing film of 2023, raking in a staggering $1.36 billion. Following the movie’s release, Heinz’s social media tease of a Barbie-themed sauce received an overwhelming response, prompting the brand to turn this playful concept into reality.
Mattel has partnered with condiment company Heinz to bring "Barbiecue" sauce to life. This smoky sauce is a combination of vegan mayo, barbecue sauce, and beetroot extract to give it that pink pop of color. pic.twitter.com/H4HVUzBbHS
— IGN (@IGN) April 18, 2024
The Inspiration Behind the Sauce
Thiago Rapp, Heinz’s Director of Taste Elevation, reflected on the decision to bring the sauce to the market: “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.”
Versatility and Availability of Barbiecue Sauce
Heinz’s Barbiecue Sauce offers a fresh and colorful addition to a variety of dishes. According to Heinz, the sauce is “the perfect pink pairing for burgers and brings extra smokiness to everything from chips to pizzas.” For those eager to try this innovative condiment, it is available at Tesco stores and can be ordered online through Heinz to Home.
Heinz’s Commitment to Vegan Options
This launch is part of a broader trend at Heinz, which has been increasingly embracing plant-based alternatives across its product range. From ketchup to baked beans, many of Heinz’s staple products are accidentally vegan, and the company has been proactive in developing plant-based versions of popular items such as mayonnaise and salad cream since 2020. The shift towards vegan-friendly products reflects a growing consumer interest in veganism and flexitarian diets.
In recent years, Heinz has expanded its vegan offerings significantly, launching products like vegan Cream of Tomato Soup and a vegan version of its Beanz and Sausages tin in 2022. Manel Jordão, Brand Manager at Heinz, emphasized the quality of these innovations: “Our incredibly exciting (and incredibly delicious) Heinz plant-based innovations have been several years in the making to provide the iconic taste of Heinz, but now plant-based!”
Looking Forward: Heinz’s Future in Flavor Innovation
As Heinz continues to explore new flavor profiles and dietary preferences, the Barbiecue Sauce stands as a testament to the brand’s ability to blend cultural relevance with culinary innovation. This partnership with Mattel not only underscores Heinz’s adaptability and creativity but also sets a precedent for future collaborations that could reshape how consumers think about the flavors they enjoy.
