TikTok to a Heinz jar: vodka pasta sauce’s journey from fad to supermarket shelves

TikTok to a Heinz jar: vodka pasta sauce’s journey from fad to supermarket shelves

Whether it’s celebrity fads or wacky creations such as lasagne-filled yorkshire pudding, how food plays online is now key to brands

Sometimes you just need some vodka pasta sauce – especially when you’ve been grounded for trying to charter a helicopter on your dad’s credit card.

When Sofia Coppola’s 16-year-old daughter, Romy Mars, set the internet alight last month after doing just that – and then recorded a TikTok video to complain about her punishment while making the sauce – there was plenty of discussion about her family dynamics. Others, though, were more interested in her food choices.

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