Mustard on the Beat… HEINZ and Award-Winning Producer, Mustard, Drop First-of-its-Kind Collab

Rhea-AI Summary

HEINZ has announced a groundbreaking collaboration with award-winning music producer Mustard, marking the brand's first-ever co-created sauce in the United States and its first new mustard offering in nearly a decade. The partnership was revealed during a major music event, where Mustard was named the first-ever Chief Mustard Officer.

The collaboration builds on Mustard's well-known affinity for HEINZ, demonstrated by his diamond-encrusted HEINZ Mustard chain. As Chief Mustard Officer, Mustard will be actively involved in creating exclusive recipes and hosting events throughout 2025. The partnership launched with a short film featuring a classic HEINZ Ketchup ad transformed into a teaser for the new -edition flavor.

Fans can sign up at MustardxMustard.com to be among the first to try the new product and receive updates about future collaborations planned for the year.

Positive

• First new HEINZ Mustard product launch in nearly 10 years, potentially driving new revenue streams
• Strategic marketing partnership with influential music producer could enhance brand visibility and appeal to younger demographics

Negative

• None.

 Partnership kicks off with the first-ever co-created HEINZ product, mixed by Mustard himself

PITTSBURGH & CHICAGO--(BUSINESS WIRE)-- Real ones know there are only two legendary mustards – ahem, MUSTAAAAAAAAAARRRDs – out there. Last night, during the biggest night in music, HEINZ and award-winning producer, Mustard, officially dropped the Mustard x Mustard collab. The announcement teased a year of surprises, including an all-new, limited-edition HEINZ product, mixed by Mustard himself. As the new Chief Mustard Officer, Mustard’s upcoming flavor marks the first time the iconic condiment brand has ever co-created a new sauce in the United States and will be the first new HEINZ Mustard offering in nearly a decade.

Mustard’s secret sauce is the first new HEINZ Mustard offering in nearly a decade. (Photo: Business Wire)

With a career that has shaped the culture and the sound of modern hip-hop and R&B, Mustard (whose real name is Dijon) has established himself as a visionary in his field and is the inspiration behind the viral “MUSTAAAAAAAAAARRRD” soundbite. Beyond the music, his longstanding love of HEINZ is well-known thanks to his signature, diamond-encrusted HEINZ Mustard chain. Rooted in their shared faith of a mustard seed, the partnership between HEINZ and Mustard follows months of calls from fans for the two iconic mustards to mix and bridges the worlds of music, culture, and culinary excellence.

“This collab coming to life is a big deal and something that has been decades in the making for me,” says Mustard. “Everyone knows me for my beats and sound, but what they don’t know is that cooking and grilling is a huge part of my life. I’m on the grill every chance I get. I’ve been using HEINZ since I was a kid, so partnering with them is something I’ve always wanted to do.”

Beyond the new product, HEINZ has also named Mustard its first-ever Chief Mustard Officer. In this role, Mustard is not just lending his name – he’s playing an integral role in every part of the collab, including remixing exclusive recipes, hosting events throughout 2025, and more. The collab officially debuted with a short film featuring the viral soundbite, where a classic HEINZ Ketchup ad morphed into a teaser for the partnership and Mustard’s new limited-edition flavor, asking fans if they were ready to taste the remix.

"Much like HEINZ, Mustard is someone who goes all in when he creates something to put out into the world,” says Todd Kaplan, North American Chief Marketing Officer for Kraft Heinz. “He has been a fan of the brand for years, so it was only a matter of time before Mustard met his perfect match with HEINZ. It's been great to collaborate with him on so many levels, as this partnership will manifest in an amazing new sauce remix that we know our collective fans will love. He has brought the same energy and commitment he pours into all of his music to this partnership, and we can’t wait for all the surprises in store for the year ahead!”

To be among the first to try his new limited-edition product and hear about every exciting drop HEINZ and Mustard have planned this year, fans can sign up at www.MustardxMustard.com.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2023 net sales of approximately $27 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250202598675/en/

Media Contacts

Bethany Roth

Zeno Group for HEINZ

Bethany.roth@zenogroup.com

Alexandra Lieberman

The Kraft Heinz Company

Alexandra.Lieberman@KraftHeinz.com

Source: The Kraft Heinz Company

FAQ

What is the new HEINZ x Mustard collaboration product launching in 2025?

HEINZ is launching a -edition mustard sauce co-created with music producer Mustard, marking the brand's first co-created sauce in the United States and first new mustard offering in nearly a decade.

What role will Mustard play as HEINZ's Chief Mustard Officer in 2025?

As Chief Mustard Officer, Mustard will be involved in creating exclusive recipes, hosting events throughout 2025, and playing an integral role in all aspects of the collaboration.

How can consumers access the new HEINZ x Mustard edition product?

Consumers can sign up at MustardxMustard.com to be among the first to try the new -edition product and receive updates about future collaborations.

When was the last time HEINZ launched a new mustard product before this collaboration?

According to the announcement, this is HEINZ's first new mustard offering in nearly a decade.