Heinz x Mustard set to launch a limited-edition mustard: Details we know so far

Record producer and DJ, Mustard, aka Dijon Isaiah McFarlane, has joined hands with food processing company Heinz to release a limited-edition Yellow Mustard condiment. The news was shared by both the DJ and the company through various social media posts on February 2, 2025.

As per Little Black Book, Heinz introduced the collaboration with a primetime commercial during the Grammys, airing between the Record of the Year and Song of the Year announcements.

The ad started as the well-known "At Last" ketchup spot before shifting into a teaser featuring the viral "MUSTAAAAAARRRD" sound, unveiling the partnership and the limited-edition flavor. The brand describes the partnership as being inspired by the symbolism of a mustard seed, blending faith with flavor.

According to Food & Wine, Dijon has reportedly been named the first Chief Mustard Officer, which is a first in the history of Heinz. The rapper is reportedly known for adding the spice as a secret ingredient to his homemade chicken wings and ribs.

As the newly appointed officer, Dijon will be in charge of creating unique recipes, hosting events, and infusing the brand with his signature music industry style. Quoted in the food magazine, North American Chief Marketing Officer Todd Kaplan said:

“Like Heinz, Mustard goes all in on everything he puts out into the world. It’s been amazing to see him bring that commitment to our work from day one. It’s surprisingly unexpected but collaborating makes sense on so many levels, and it’s a true partnership between the brand and Mustard.”

Kaplan highlighted the rapper’s influence on culture and his key role in shaping an exciting year of surprises for fans.

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According to the official website, the Heinz x Mustard collaboration will be launched in the summer

The producer has shared his love for the company previously, even owning a custom diamond-encrusted mustard chain. In a statement, he said this collaboration was a long-awaited milestone, combining his passion for music with his love for cooking and grilling. Having grown up using Heinz, he saw this partnership as a natural fit.

The campaign was developed with Cashmere, featuring content and social media managed by The Kitchen, paid media by Carat, and PR by Zeno. Senior Strategist Ifetayo Jabari-Kitwala described the collaboration as a perfect blend of culture, creativity, and strategy

She called it bold, flavorful, and just the beginning of something bigger. More information regarding the collab is available on the website heinz.com/mustardxmustard. The website notes the collaboration as:

“TWO MUSTARD LEGENDS. TOGETHER AT LAST. It´s the uncommonly good collab we’ve all needed. Share your excitement using #MUSTAAAAAARD.”

The website also mentioned that the new mustard will be available this summer. For more updates, fans can sign up on the same website using their name and email address.

According to Marketing Dive, the advertisement for the collaboration also includes billboards in Dijon’s hometown of Los Angeles, specifically in downtown and Inglewood, celebrating both the partnership and his recent achievements.