After hiking the price of its cream of tomato soup by 79% at the start of the year, Heinz was firmly in our bad books – but a new collaboration withAbsolut Vodka might just be about to turn all of that around.
In a partnership we didn’t even know we needed, the two brands have come together to create the ultimate jar of Pasta alla Vodka sauce.
Spicy vodka pasta has long been a favourite with Italian food lovers, but the dish has been experiencing something of a moment in the spotlight ever since supermodel Gigi Hadid shared her own viral recipe on social media.
The dish has since become one of the trendiest recipes on TikTok and Instagram, leading Heinz to pull themselves into gear and create their own version of the popular sauce.
Despite its over 150-year history of creating world-renowned tomato-based products, Heinz has admitted to being ‘ridiculously late’ to the tomato-based pasta sauce game.
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Now, though, that is all set to change as the brand releases its own version of the much-loved recipe to the masses, in jar-form, through the creation of Heinz x Absolut Tomato Vodka Pasta Sauce.
Calling it ‘a match made in pasta heaven,’ according to a press release the vodka in the sauce ‘unlocks the flavours and intensifies the aroma’ of the rich and creamy tomato, basil and cheese concoction.
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During the cooking process, most of the alcohol from the vodka is reduced, boosting the volatile flavour compounds already present in the tomatoes and creating a rich texture that perfectly balances the creamy, cheese notes with the rich tomato and fragrant basil.
Speaking on the new release, Caio Fontenele, Heinz New Ventures Director, said: “While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers with delicious flavours, at the speed of social media trends.
“We are thrilled with the partnership between these two centenary brands, bringing the first tomato vodka pasta sauce to major UK supermarkets. The iconic combination of Heinz’s high-quality tomato sauces and Absolut’s premium vodka is set to offer fans the ultimate pasta alla vodka experience. And the result is absolutely delicious!”
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Of the launch, Leanne Banks, Marketing Director, Pernod Ricard UK, added: “It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles.
“As the UK’s no.1 premium vodka, Absolut was Born to Mix, whether that’s in delicious drinks or fun food combinations and Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven. Now fans of our brand can enjoy Absolut in an entirely new and innovative way, Pasta alla Vodka style.”
A limited number of the Heinz x Absolut Tomato Vodka Pasta sauce jars will be available at Waitrose from mid-April for £2.50 for a 350g jar.
However, if you don’t want to miss out, you can pre-order one of a limited run of the special sauce from Heinz’s direct-to-consumer website, www.heinztohome.co.uk, to get your hands on a jar ahead of its official supermarket launch.
UK News
‘The average cost of a pint’ in the UK by region, according to the latest data
Danny Jones
Does it feel like pints keep getting more and more expensive almost every week at this point? Yes. Yes, it does, and while you can’t expect a city as big as Manchester to be one of the cheapest places to get one in the UK, we do often wonder how it compares to other parts of the country.
Well, as it happens, someone has recently crunched the numbers for us across the nation, breaking down which regions pay the most and the least for their pints.
The data has been examined by business management consultancy firm, CGA Strategy, using artificial intelligence and information from the latest Retail Price Index figures to find out what the ‘average cost of a pint’ is down south, up North and everywhere in between.
While the latest statistics provided by the group aren’t granular enough to educate us on Greater Manchester’s pint game exactly, we can show you how our particular geographic region is looking on the leaderboard at the moment.
That’s right, we Mancunians and the rest of the North West are technically joint mid-table when it comes to the lowest average cost of a pint, sharing the places from 3rd to 8th – according to CGA, anyway.
Powered by consumer intelligence company, NIQ (NielsenIQ) – who also use AI and the latest technology to deliver their insights – we can accept it might seem like it’s been a while since you’ve paid that little for a pint, especially in the city centre, but these are the stats they have published.
Don’t shoot the messenger, as they say; unless, of course, they’re trying to rob you blind for a bev. Fortunately, we’ve turned bargain hunting at Manchester bars into a sport at this point.
We might not boast the lowest ‘average’ pint cost in the UK, but we still have some bloody good places to keep drinking affordable.
London tops the charts (pretends to be shocked)
While some of you may have scratched your eyes at the supposed average pint prices here in the North West, it won’t surprise any of you to see that London leads the way when it came to the most expensive pint when it came to average cost in the UK.
To be honest, £5.44 doesn’t just sound cheap but virtually unheard of these days.
CGA has it that the average cost of a beer in the British capital is actually down 15p from its price last September, but as we all know, paying upwards of £7 for a pint down that end of the country is pretty much par for the course the closer you get to London.
Yet more reason you can be glad you live around here, eh? And in case you thought you were leaving this article with very little, think again…
Tesco are introducing ‘VAR-style’ self-checkouts in the UK
Danny Jones
Many people think VAR has already gone too far and want it gone from football full stop, and we’re here to tell you that you’re a fool; your hopes are in vain, and the technology is only going to become more common as time goes on. Sorry.
So much so, in fact, that Tesco look are bringing in their own virtual referee into self-checkout systems in shops. You could say the ‘game’s gone…’
Of course, we’re being a bit flippant here, but if you have seen ‘VAR’ and ‘Tesco‘, you’re not seeing things: this is genuinely a thing that is being rolled out here in the UK, with video footage of the supermarket chain’s next self-checkout technology going viral online.
Thought you’d got away with sneaking an extra little something in the bag without paying? Think again.
— UB1UB2 West London (Southall) (@UB1UB2) May 28, 2025
We’ll admit, this was the first time we’d come across the technology, but as it turns out, the updated self-checkout service has been in place for a while.
Similar VAR checkouts have already been installed at other retailers, Sainsbury’s and ASDA, although some reports claim that while stores capture footage of shoppers to check if they’ve scanned all of their items, it is thought that not all of these self-service tills show a playback when an error is detected.
Although this particular speculation has sparked some uproar and debate online, many have quite rightly pointed out that CCTV records your movement in any given shop.
Regardless, it’s fair to say that aside from the obvious memes and people poking fun at the new system, many on social media have shared some pretty strong opinions on the matter.
Not that it matters much – it’s likely this will soon become increasingly the norm, with the likes of Sainsbury’s having already introduced barriers which require customers to scan their receipt in order to leave at branches such as the site on Regent Road Retail Park over in Salford.
As yet, it’s unclear how many of these new self-service tills are in operation and whether they are limited to larger supermarket locations of their Express convenience stores, but don’t be surprised if you come across one.
Put simply, if a barcode isn’t registered before being put on the scale and/or set aside to be packed away, the Tesco till will read: “The last item wasn’t scanned properly. Remove from bagging area and try again.”
Addressing these new VAR-style checkouts in an official statement, a company spokesperson said: “We are always looking at technology to make life easier for our customers.
“We have recently installed a new system at some stores which helps customers using self-service checkouts identify if an item has not been scanned properly, making the checkout process quicker and easier.”
What do you make of the new Tesco and their new VAR self-checkout technology?
Georgina Pellant -
23rd March 2023 
