USA | During the 67th Grammy Awards this year, 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, his upcoming flavour marked the first time the iconic condiment brand has ever co-created a new sauce in the US and will be the first new HEINZ Mustard offering in nearly a decade.
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 was the inspiration behind the viral “MUSTAAAAAAAAAARRRD” soundbite.
Beyond the music, his longstanding love of HEINZ has been well-known thanks to his signature, diamond-encrusted HEINZ Mustard chain.
Rooted in their shared faith in a mustard seed, the partnership between HEINZ and Mustard followed months of calls from fans for the two iconic mustards to bridge 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,” said 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.”
Mustard will play an integral role in every part of the collab, including remixing exclusive recipes, hosting events throughout 2025, and more.
"Much like HEINZ, Mustard is someone who goes all in when he creates something to put out into the world. 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,” said Todd Kaplan, North American Chief Marketing Officer for Kraft 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.”
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 flavour, asking fans if they were ready to taste the remix.
