HEINZ PANDERS TO LAZY GEN Z-ERS WITH THE LAUNCH OF £2 TINNED CARBONARA

A harmony of eggs, cured pork, cheese and seasoning, carbonara is famed for its simplicity. It is said a competent cook can whip it up from scratch in just 10 minutes.

Heinz, however, has threatened to invoke the fury of Italians by suggesting Gen Z-ers would prefer to microwave it in four.

The American food giant is pandering to lazy Gen Z-ers with the launch of a £2 tinned carbonara - the latest in its line of canned pasta products.

Available from September, the Heinz Spaghetti Carbonara is supposed to be a 'fail-proof' dish for those who can't cook.

It comes off the back of research revealing 32 per cent of Gen Z want their food to be both fast and convenient.

But the move has led to some slamming the can version as a 'disgrace'.

Ciara Tassoni, 31, manages posh Italian restaurant Bottega Prelibato, in Shoreditch, east London.

Her establishment banned the dish last year after British customers kept demanding cream, mushrooms and chicken.

She told The Sun: 'Now they are putting it in a can? It's a disgrace and it couldn't be any further from authentic carbonara.

'If somebody came in here and asked for a can of carbonara they would immediately be thrown out.'

Alessandro Pipero, owner of Pipero, a Michelin-starred restaurant in the heart of Rome, agreed.

Speaking to The Times, he compared the tinned pasta to 'cat food', adding: 'I don't really know how to respond to this, shouldn't we stick to putting things like Coca-Cola in a can?'

Alessandra de Dreuille, Meals Director at Kraft Heinz said, 'We understand that people are looking for convenient meals that are effortless to prepare, and our new Spaghetti Carbonara delivers just that.

'It's the perfect solution for a quick and satisfying meal at home. Whether enjoyed as a comforting meal after a long day or shared with friends whilst catching up on the latest TV series, Heinz Spaghetti Carbonara is the perfect fuss-free dinner solution.'

Heinz is no stranger to weird, wacky and divisive products.

In April, it launched a new sauce as a twist to its legendary tomato ketchup.

The Smokey Bacon Tomato Ketchup is for all those who dream of bacon all day every day, so they can incorporate it into every aspect of their lives.

It follows the successful recent release of pickle flavoured tomato ketchup at the end of last year.

Initially released in Iceland nationwide, before rolling out across other major UK supermarkets later this month, a bottle will set you back £3.39.

And fans of its viral Tomato Vodka Pasta sauce can rejoice as Heinz and Absolut Vodka's take on the culinary delight returns to supermarket shelves across the UK.

The beloved pasta sauce, which hit supermarket shelves this week, has made a much-anticipated return after its original launch in March 2023 - which sold out in just four days.

The unexpected partnership between Heinz and Absolut Vodka was inspired by supermodel Gigi Hadid's viral social media recipe for spicy vodka pasta, which quickly became a culinary sensation online and in restaurants alike.

The recipe's unique twist uses vodka to unlock and intensify the flavours of a rich and creamy tomato, basil, and cheese sauce.

During the cooking process, the alcohol reduces, enhancing the flavour compounds in the tomatoes and creating a perfectly balanced, creamy texture that balances the creamy notes with the rich tomato and fragrant basil.

Originally launched exclusively in the UK last spring, the sauce generated a global frenzy, with purchases limited to two jars per customer and some jars reselling for up to £250 on eBay.

Even today, jars of the highly coveted sauce are being flogged on the e-commerce site for up to £20 each.

Despite the initial limited edition, the sauce's popularity led to an overwhelming response from fans worldwide, who flooded Heinz consumer care teams with messages of desperation to get their hands on a jar.

2024-08-29T01:12:41Z dg43tfdfdgfd