Heinz has teamed up with Mr Men Little Miss to launch a pasta sauce for kids.
Inspired by the franchise’s newest character, created in partnership with Heinz, Mr Ridiculously Good’s Smooth Tomato Bolognese (rsp: £3/490g) contains three “hidden” vegetables – onion, celery and carrot – with 100% natural ingredients and no added sugar.
The smooth-textured sauce was developed to make it easier for kids to eat their vegetables, said Heinz.
It has hit Tesco stores nationwide today on an introductory offer of £1.75 and will roll into Sainsbury’s on 30 July, followed by Waitrose in September.
Jars feature an illustration of Mr Ridiculously Good, who is described as a “tomato-fuelled spin on the existing character” Mr Good, devised by Heinz and Mr Men & Little Miss.
Like the existing Mr Men & Little Miss characters, Mr Ridiculously Good has his own dedicated book, which will launch officially in September.
Heinz hosted a launch promotion earlier this week, offering fans the chance to secure one of 57 ’first edition’ releases, plus a jar of pasta sauce. They had to visit Waterstones on King’s Road in London, quoting the phrase “Ridiculously Good”, to win a bundle.
“Our new pasta sauce is made with busy parents in mind who are looking for a nutritious and delicious meal to enjoy as a family, designed to calm the chaos, dodge the drama and win over the harshest food critics of them all: kids,” said Almudena Rein, head of culinary tomatoes at Kraft Heinz.
“With a little help from Mr. Ridiculously Good, we hope we can help make mealtimes smooth sailing and ridiculously fun again.”
This is the third consecutive year that Heinz has launched a co-branded pasta sauce.
It teamed up with Absolut to launch a tomato vodka pasta sauce in 2023. Last year, it launched a pasta sauce inspired by The Godfather.
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