Actual ones know there are solely two legendary mustards – ahem, MUSTAAAAAAAAAARRRDs – on the market. Final evening, through the largest evening in music, HEINZ and award-winning producer, Mustard, formally dropped the Mustard x Mustard collab. The announcement teased a 12 months of surprises, together with an all-new, limited-edition HEINZ product, combined by Mustard himself. As the brand new Chief Mustard Officer, Mustard’s upcoming taste marks the primary time the long-lasting condiment model has ever co-created a brand new sauce in the US and would be the first new HEINZ Mustard providing in practically a decade.
With a profession that has formed the tradition and the sound of recent hip-hop and R&B, Mustard (whose actual identify is Dijon) has established himself as a visionary in his discipline and is the inspiration behind the viral “MUSTAAAAAAAAAARRRD” soundbite. Past the music, his longstanding love of HEINZ is well-known because of his signature, diamond-encrusted HEINZ Mustard chain. Rooted of their shared religion of a mustard seed, the partnership between HEINZ and Mustard follows months of calls from followers for the 2 iconic mustards to combine and bridges the worlds of music, tradition, and culinary excellence.
“This collab coming to life is an enormous deal and one thing that has been many years within the making for me,” says Mustard. “Everybody is aware of me for my beats and sound, however what they don’t know is that cooking and grilling is a big a part of my life. I’m on the grill each probability I get. I’ve been utilizing HEINZ since I used to be a child, so partnering with them is one thing I’ve at all times needed to do.”
Past the brand new product, HEINZ has additionally named Mustard its first-ever Chief Mustard Officer. On this position, Mustard is not only lending his identify – he’s enjoying an integral position in each a part of the collab, together with remixing unique recipes, internet hosting occasions all through 2025, and extra. The collab formally debuted with a brief movie that includes the viral soundbite, the place a basic HEINZ Ketchup advert morphed right into a teaser for the partnership and Mustard’s new limited-edition taste, asking followers in the event that they had been able to style the remix.
“Very like HEINZ, Mustard is somebody who goes all in when he creates one thing to place out into the world,” says Todd Kaplan, North American Chief Advertising Officer for Kraft Heinz. “He has been a fan of the model for years, so it was solely a matter of time earlier than Mustard met his good match with HEINZ. It’s been nice to collaborate with him on so many ranges, as this partnership will manifest in an incredible new sauce remix that we all know our collective followers will love. He has introduced the identical vitality and dedication he pours into all of his music to this partnership, and we are able to’t look ahead to all of the surprises in retailer for the 12 months forward!”