Heinz UK has partnered with Mattel to create a special sauce called Barbiecue Sauce in celebration of Barbie’s 65th anniversary. This condiment mashup is a mix of vegan mayonnaise and barbecue sauce, colored with beetroot extract to give it a Barbie-pink hue. The sauce has received positive feedback on social media and is now being sold online and in select stores in the UK and Spain. There is potential for the sauce to expand to other markets in the future. This collaboration showcases the enduring popularity of Barbie and offers a unique twist on traditional barbecue sauce.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Heinz and Mattel collaborate on ‘Barbiecue’ sauce | Partnership/Collaboration | Increased collaboration between food and toy industries; more unconventional food partnerships | Marketing and nostalgia for Barbie and Heinz brands |
| Sauce is a mix of vegan mayo and barbecue sauce | Ingredient Innovation | Increased availability and variety of vegan condiments; more creative flavor combinations | Growing demand for vegan options in the food industry |
| Sauce is colored with beetroot extract for a pink hue | Ingredient Innovation | More use of natural colors and extracts in food products; increased focus on aesthetics and visual appeal | Consumer preference for natural and visually appealing products |
| Sauce is marketed as Barbie-themed and nostalgic | Market positioning/branding | More brand collaborations and tie-ins with popular cultural icons; increased use of nostalgia in marketing campaigns | Desire to appeal to consumers’ sense of nostalgia and familiarity |
| Sauce will be sold initially in the UK and Spain | Geographic availability | Increased international distribution of food products; greater accessibility to global flavors and cuisines | Expansion into new markets and catering to diverse consumer tastes |