The hottest collab of the summer didn’t drop on Spotify—it dropped on the grill.
HEINZ teamed up with Grammy-winning producer Mustard to launch their first-ever U.S. celebrity sauce: HEINZ MUSTAAAAAARD. It’s smoky, sweet, and packs a chipotle-honey kick straight out of a backyard BBQ.
But this wasn’t just about putting a name on a bottle. Mustard got hands-on in the HEINZ kitchens, testing flavor combos from jalapeño to bacon until they landed on the one. And the result? A golden thick-cut sauce that drips with personality—and heat.
It’s a smart move from HEINZ, blending culinary craft with cultural cred. Mustard, now dubbed the brand’s Chief Mustard Officer, didn’t just show up for the campaign; he put in the reps. His love for grilling gave the sauce its roots, and his fandom gave it buzz.
The drop hit Buffalo Wild Wings first, where burger orders came with a free bottle and a limited-time flex. Now, it’s rolling out to retail—with the kind of hype usually reserved for sneaker launches.
In a category where most sauce branding stops at “zesty” and “bold,” this one says something louder: that food fandoms, like music ones, want flavor with a story.
