Heinz has added Marry Me pasta sauce, an NPD inspired by the viral ‘Marry Me’ recipe trend that has amassed more than 400 million views on TikTok.
The “rich and creamy” sauce is made with sundried tomatoes, cream cheese, extra virgin olive oil and basil. It will land in Waitrose stores and via Heinz’s DTC website from 24 June (rsp: £2/350g), before a wider grocery rollout from 29 June.
To support the launch, Heinz has partnered with dating app Breeze to host a series of summer pasta-making workshops designed to bring food lovers together in real life. The partnership follows Heinz research showing 44% of Brits believe pasta is the perfect dish for taking a relationship to the next level, from second dates to meeting the parents.
The study also found 30% would cook pasta to impress a date, making it the second most popular choice behind steak. Meanwhile, 26% said pasta is one of the most romantic foods overall.
“Inspired by one of the internet’s most talked-about recipes, we’ve created a sauce that delivers a rich, creamy and indulgent flavour, with the trusted quality of Heinz,” said Aditi Hilgers, taste elevation and masterbrand director at Heinz UK.
“Whether it’s a date night, dinner with friends or simply elevating a midweek meal, Heinz Marry Me Pasta Sauce is designed to create more delicious ‘yes moments’ around the table.”
This isn’t the first time Heinz has tapped into online food trends. In 2023, the brand teamed up with Absolut to launch a limited-edition vodka pasta sauce inspired by Gigi Hadid’s viral recipe.
No comments yet