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Sometimes, I think I’m chronically online with the niche memes and viral moments I can quote on the daily. But, if I think I’m too in tune with social media, then Heinz is in the same boat with me.
Between its emotional support ketchup bottle—playing into the emotional support water bottle trend—the Deadpool and Wolverine ketchup and mustard bottle collectibles, and the Ketchup and Seemingly Ranch release after Taylor Swift was spotted eating the combo at boyfriend Travis Kelce’s football game, Heinz has its pulse on trendy internet culture.
As we gear up for Super Bowl LIX and Kendrick Lamar’s halftime show performance, the brand has announced it’s teaming up with a new celebrity that’s a match made in condiment heaven. For 2025, Heinz Mustard will partner with producer and DJ Mustard, a.k.a. Dijon McFarlane, to release its first-ever co-created sauce in the U.S.
Heinz To Release New Mustard with DJ Mustard
After Lamar’s song “TV Off” from his latest album GNX went viral for the rapper yelling “mustard” mid-song in a tribute to the DJ and track producer, fans immediately called for a Mustard and Heinz collaboration.
“Heinz better be linking up with DJ Mustard for a commercial,” one user posted on X (formerly Twitter).
“Idk if they have the resources for all this but Heinz should do a [Super Bowl] commercial using ‘TV Off,’” tweeted another.
With Lamar performing at the halftime show and Mustard up for two Grammy Awards, the timing is kismet. However, Heinz isn’t just teaming up with the producer for the Super Bowl, but for an actual mustard product itself.
Heinz
Heinz and Mustard have been working together to create the perfect sauce mix, which Heinz plans to release later this year. The secret sauce will be Heinz’s first new mustard product in nearly 10 years when it revamped its OG Yellow Mustard recipe.
The new mustard is still in development, but Heinz teased that Mustard is using his love for grilling as inspiration for the secret sauce since he loves adding mustard to his wings and ribs. So, even though we’d love a Heinz honey mustard or Dijon mustard—like they have in other countries—it seems that Mustard’s new sauce will be a bit more complex.
You can sign up for updates and be among the first to try Mustard’s new Heinz Mustard on Heinz’s site. While Heinz hasn’t given a timeline on the new sauce, given its grilling inspiration, we’d assume it’ll launch sometime this summer for peak outdoor cooking season.
For now, we’ll keep speculating on what the new “MUSTAAAAAARRRD” might be.
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