Kraft Heinz has partnered with award-winning producer Dijon Isaiah McFarlane, more popularly known as "Mustard," to launch a groundbreaking collaboration, starting with the debut of a limited-edition product mixed by Mustard himself.
This marks the first time the iconic condiment brand has co-created a new sauce in the U.S. in nearly a decade.
The new mustard flavor is set to be the first of many surprises throughout 2025.
As the "Chief Mustard Officer," McFarlane will take an active role in remixing recipes, hosting events, and shaping the future of this unique partnership.
The collaboration officially kicked off during the Grammy Awards with the release of a short film featuring a viral soundbite, merging music culture with culinary innovation.
View this post on Instagram
In a statement exclusive to DesignRush, North American Chief Marketing Officer for Kraft Heinz Todd Kaplan expressed his excitement about the collaboration with Mustard:
"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.
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!”
Mustard’s long-standing love for the brand and his influence on modern hip-hop culture makes this collaboration a natural fit.
It taps into the growing trend of influencer and celebrity-driven product innovations, where musicians and other public figures help shape the future of the brands they’re passionate about.
Fans eager to try Mustard’s new flavor and stay updated on the year’s upcoming releases can sign up for exclusive access at www.MustardxMustard.com.
Mustaaaaard Is Back
Heinz released a 30-second ad that opens with a bottle of tomato ketchup. Suddenly, the video glitches and Kendrick Lamar’s iconic “Mustaaaard” soundbite plays.
The ad teases a collaboration between the two Mustards before a message appears on screen, asking viewers if they’re ready to taste the remix.
As the suspense builds, a blinged-out bottle of Heinz Mustard appears — just before the commercial cuts off.
View this post on Instagram
This collaboration is more than just a new flavor — it’s a mix of food and culture that feels right at home for both Mustard and Heinz.
With artists and brands teaming up now more than ever, this partnership brings a fresh twist to the condiment aisle while giving fans something unexpected.
Last year, rapper Kendrick Lamar’s unexpected “Mustard!” shout on his track “tv off” sparked an internet sensation, which quickly became a viral meme.