Mustard on the Beat… HEINZ and Award-Winning Producer, Mustard, Drop First-of-its-Kind Collab
Partnership kicks off with the first-ever co-created HEINZ product, mixed by Mustard himself
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
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
