Heinz has teamed up with children’s books and media franchise Mr. Men Little Miss on its latest pasta sauce.
Made with natural ingredients, no added sugar, and three hidden vegetables, Mr. Ridiculously Good’s Smooth Tomato Bolognese sauce is smooth-textured and tailored specifically for children’s palates.
The brand pointed to research showing over a third (37%) of UK parents say their kids regularly refuse vegetables, and half (53%) go to great lengths by hiding them to make mealtimes less of a battle.
Heinz and Mr. Men Little Miss have created a new character (Mr. Ridiculously Good) to support the launch and make the sauce more appealing to children. A special book for the character officially launches this September for the back-to-school season.
The new Mr. Ridiculously Good’s Smooth Tomato Bolognese pasta sauce is rolling out in Tesco this week, with listings in other retailers to follow from the end of the month (RRP of £3.00 and an introductory offer of £1.75).
Almudena Rein, Head of Culinary Tomatoes at Kraft Heinz, said: “Our new pasta sauce is made with busy parents in mind who are looking for a nutritious and delicious meal to enjoy as a family, designed to calm the chaos, dodge the drama and win over the harshest food critics of them all: kids. With a little help from Mr. Ridiculously Good, we hope we can help make mealtimes smooth sailing and ridiculously fun again.”
The brand’s latest collaboration follows other recent partnerships, from Heinz x Absolut Pasta Nights to Heinz and The Godfather Pasta Sauce.
