Heinz Releases ‘Deadpool & Wolverine’ Accessories
In the lead up to the highly anticipated theatrical release of Marvel Studios’ “Deadpool & Wolverine”, in U.S. theaters, fans (and even the stars of the movie!) have noticed something special about the signature red and yellow suits of the film’s title characters – they look a lot like another iconic duo: Heinz Ketchup and Mustard. For the first time ever, Heinz announces the release of limited-edition collectibles that let fans accessorize their ketchup and mustard bottles to resemble Deadpool and Wolverine.
Created in collaboration with the film, the collectibles include Deadpool’s signature mask, suit, and most importantly, katanas, made specifically for HEINZ Ketchup bottles. For the mustard lovers, their bottles will feature Wolverine’s iconic claws, suit, mask. As the heroes of barbecue season, Heinz Ketchup and Mustard now have the superhero armor to match their silver screen counterparts.
“After seeing the conversation on social media highlighting the similarities between our two iconic duos – Deadpool & Wolverine and Heinz Ketchup & Mustard – we knew we had to team up with the film,” says Lizzy Goodman, brand communications manager for Heinz U.S. at The Kraft Heinz Company. “Once we made that connection – we couldn’t unsee it – as these similarities go beyond color. One’s sweet, one’s zesty. Everybody has a favorite, but really, they’re better together. And most importantly, whether at the movie theater or a cookout, both duos play starring roles in an epic summer.”
The collectibles celebrate the great lengths fans will go to in order to show their love for both Heinz and the film, including dressing up as life-size HEINZ Ketchup and Mustard Bottles or cosplaying as Deadpool and Wolverine. With this limited-edition release, Heinz turns this behavior on its head, making mealtime even more enjoyable for condiment lovers and superhero afficionados everywhere.
The collectibles release is a part of a larger collaboration between Heinz and Marvel Studios’ “Deadpool & Wolverine”. Inspired by the truth that fans can’t unsee – the similarity between the two iconic duos – the campaign launches with a short film featuring a custom voiceover by Deadpool himself, Ryan Reynolds. The film starts out like a new spot for “Deadpool & Wolverine”, but quickly morphs into an ad for Heinz Ketchup & Mustard. In his classic fourth wall-breaking style, Reynolds (as Deadpool) comes to the shocking realization that he and Wolverine look exactly like HEINZ Ketchup & Mustard bottles.
“I don’t spend much time on the internet,” says Reynolds, actor, writer and producer of “Deadpool & Wolverine”. “When my assistant faxed me a photocopy of a memo (he spelled it ‘meme’ – ugh, assistants amirite?) wherein Deadpool and Wolverine were identified as a Heinz Ketchup and Mustard bottle, respectively, I thought nothing of it and went back to my book and tea. But the faxes kept on coming! So, the idea was hatched to actually partner with Heinz to bring this memo to life. Huzzah!”
The company will release a select number of the “Deadpool & Wolverine”-inspired ketchup and mustard collectibles in the U.S. via social media in the upcoming weeks. Further details on how to get a set will be announced soon, so keep an eye on Instagram.
For more news of interest to the condiment industry, subscribe to Gourmet News.
Southern Glazer’s to Acquire Horizon Beverage Group
Southern Glazer’s Wine & Spirits — the world’s preeminent distributor of beverage alcohol— plans to acquire Horizon Beverage Group, Inc., one of New England’s premier alcohol distributors. The deal includes all of Horizon’s operations in Massachusetts and Rhode Island, as well as their wine, spirits, and beer portfolio, and makes these two states the 46th and 47th markets in Southern Glazer’s U.S. footprint, in addition to Canada and the Caribbean.
Upon completion of the acquisition, the business will operate under the Southern Glazer’s Wine & Spirits of Massachusetts and of Rhode Island names, respectively. The current Horizon leadership teams in both states will continue leading operations in those markets and will work closely with Southern Glazer’s East Region President Scott Oppenheimer. All of Horizon’s family members and leadership team, including Co-Chairmen Bob Epstein and Jim Rubenstein, will also continue in their current roles to help ensure a smooth transition for all employees, suppliers, and customers.
“The Epstein and Rubenstein families have spent four generations building an exceptional business and legacy in New England that we have admired for years,” said Wayne E. Chaplin, chief executive officer, Southern Glazer’s Wine & Spirits. “Horizon’s dedication to innovation and operational excellence, along with commitments to social responsibility, environmental sustainability, corporate citizenship, and diversity, create an ideal match for Southern Glazer’s business and culture. We expect all existing and new supplier partners, as well as customers, to benefit from our two companies’ strengths and expertise, and look forward to building on the great foundation already established in the valuable Massachusetts and Rhode Island markets.”
Formed in 1933, Horizon has grown to be one of the largest beverage alcohol distributors in New England, with long-standing supplier relationships with some of the world’s top beer, wine and spirits brands. The company currently employs more than 600 people, operates 800,000 square feet of warehouse space and has a fleet of nearly 100 delivery vehicles.
Added Epstein, “We have full confidence in a seamless transition for all of Horizon’s valued team members and partners. I have enjoyed a more than 50-year relationship with the Chaplin family. Southern Glazer’s is the ideal partner with the size, scale and strength to support our employees well into the future, and to maintain our promise of high-quality service for customers and suppliers in New England.”
“Horizon’s trading partners will gain access to Southern Glazer’s world-class commercial, supply chain, digital, and data insights capabilities,” said Rubenstein. “In addition, joining the broader Southern Glazer’s family provides our talented and passionate employees even greater skill development and career growth opportunities. I trust this next step in our journey will be incredibly positive for all parties.”
The deal is expected to close upon regulatory approval.
Southern Glazer’s Wine & Spirits is the world’s preeminent distributor of beverage alcohol, building brands for moments that matter. The multi-generational, family-owned company has operations in 44 states, the District of Columbia, and Canada, as well as brokerage operations through its WEBB Banks division in the Caribbean, Central and South America. In 2024, Southern Glazer’s was recognized by Newsweek as one of America’s Greatest Workplaces for Diversity and America’s Greatest Workplaces for Women. Southern Glazer’s urges all retail customers and adult consumers to market, sell, serve, and enjoy its products responsibly. For more information visit www.southernglazers.com. Follow us on Facebook, Twitter and Instagram @sgwinespirits.
For more news of interest to the beverage alcohol industry, subscribe to Gourmet News.
Meati Hires Bortells as COO, Adds O’Grady to Board
Meati, maker of mycelium superfood cutlets and steaks sold nationwide, has added two leaders who will help Meati reach its vision to bring one of the healthiest foods on the planet to kitchen tables all around the world.
The new additions include John Bortells, chief commercial officer, and Becky O’Grady, board member. Both bring a passion for Meati’s mission and deep practical expertise scaling brands to national success.
As CCO, Bortells will be focused on driving revenue and expanding Meati’s market. He will oversee sales, marketing and customer experience.
Bortells has worked with brands at all stages of growth – from emerging brands including a2 Milk and Clover Sonoma, to mid-size brands like Mighty Leaf Tea to billion dollar, household names including PepsiCo. His areas of experience are also widely varied from retail, to food service, quick serve restaurants, distributor channels, broker and franchise management, joint ventures, manufacturing and co-manufacturing environments, private equity businesses and family and founder-owned companies.
“John is a fantastic addition to Meati and the mycelium category overall. He’s a demand generation savant with extensive experience,” said Phil Graves, CEO of Meati. “What impressed us most about John is his track record of scaling ambitious, mission-driven brands to national prominence. When many doubted dairy due to lactose allergies, John and his team successfully introduced a2 milk as a safe and enjoyable option. His deep understanding of food, nature and innovation in culinary experiences is unparalleled.”
“I’ve been inspired by the benefits of mycelium ever since I read the book ‘Entangled Life,’ by Merlin Sheldrake,” said Bortells. “The way I see it, there are two missions with Meati and mycelium more broadly: the first is to offer the best tasting food with the best nutrient profile, to as many people as possible. The second is to help heal the earth along the way. My job is to show people what’s possible here.”
O’Grady joins as the newest director on Meati’s board. O’Grady has a long history of working in the highly competitive consumer packaged goods industry, having spent the bulk of her career at General Mills.
She has over 25 years of experience across emerging and developed markets. She has led global brands, teams and P&L’s, and guided their expansion through retail channels including restaurants and joint venture partnerships. She is also a board member for Tropicale Foods, La-Z-Boy Incorporated, Ripple Foods and HALO Branded Solutions.
“I’ve worked with CPG brands for my entire career, and based on my experience, I can definitively say that there’s a lot of promise in Meati. There’s no reason it can’t become a nationally-recognized, household name,” said O’Grady. “I’m excited to be a part of that journey.”
Meati was founded in 2017 in Boulder, Colo., with the vision of bringing mycelium, one of the most nutrient-dense superfoods on the planet, to kitchen tables all over the world.
Made with only a handful of ingredients, Meati’s cutlets and steaks are 95 percent mycelium. They are high in protein, fiber, and minerals, and low in carbohydrates, fats and cholesterol.
Created using a natural fermentation process with no heavy metals, pesticides or antibiotics, the whole foods don’t include any chemicals or preservatives that you can’t pronounce; they’re also free of the top nine most common allergens.
Beloved by vegetarians and meat eaters alike, Meati is sold in 7,000 stores nationwide, including the Kroger family of stores, Albertsons and Safeway stores, Super Target, Whole Foods Market, Sprouts Farmers Market, Meijer, Fresh Thyme, Natural Grocers, Wegmans and more.
For more news of interest to the specialty foods industry, subscribe to Gourmet News.
