Mustard & Heinz Officially Drop Their Viral Sauce Collaboration

After teasing their long-awaited collaboration back in February, Mustard and Heinz‘s new mustard sauce has arrived.

Full story below…

Starting from June 25 through July 14, the masses can try Heinz MUSTAAAAAARD at Buffalo Wild Wings locations nationwide ahead of its retail release at stores like Walmart, Target, and Amazon.

The limited-edition sauce is said to have a smoky-and-sweet chipotle honey mustard flavor, and the ‘Not Like Us’ producer had a hand in the process.

The hitmaker explains the process and how he found the perfect remix for Heinz. He says:

‘Heinz Mustard has always been the base and most important ingredient of my grilling secret weapons. I tasted a bunch of remixes with the HEINZ team, trying different ingredients like jalapeños, bacon, and chipotle peppers until I got the perfect flavor. It came down to three top competitors, but this is the one, the ‘Mustard’ of all mustards’.

According to Kraft Heinz North America’s Chief Marketing Officer, Todd Kaplan, this partnership was a year in the making. He states:

“As a brand that’s a household name like Heinz, we don’t have an awareness issue. It’s about trying to drive deeper relevance and connection to our consumers and knowing what a passion point music is and how culturally relevant Mustard is. Now, he’s at a whole new level of cultural fluency. I think it’s a great connection point for our brands and a way to authentically find a connection to a product that we don’t talk a lot about.”

Heinz MUSTAAAAAARD is the brand’s first national mustard innovation in nearly a decade, as well as its first-ever U.S. product co-created with a celebrity partner.

Heinz will also be releasing more social and digital videos featuring the ‘TV Off’ producer and a Spotify audio streaming ad later this summer.

Watch the Mustard & Heinz commercial below: