DJ Mustard teamed up with Heinz to launch a bold new chipotle honey mustard—the brand’s first national mustard innovation in nearly a decade—blending music and flavor in a wildly successful campaign that’s thrilling fans and reshaping how we see celebrity food collabs.

 

DJ Mustard just created Heinz's first new mustard in a decade - Fast Company

 

Heinz has officially entered the celebrity collaboration game with a bold, flavorful twist that’s heating up the condiment world.

On June 25, 2025, the iconic brand launched Heinz “MUSTAAAAARD”, a limited-edition chipotle honey mustard sauce co-created with Grammy-winning producer DJ Mustard.

This marks Heinz’s first national mustard innovation in nearly a decade and its first-ever U.S. product co-developed with a celebrity.

The launch isn’t just about taste—it’s about timing, cultural relevance, and personality. DJ Mustard, whose real name is Dijon McFarlane, is known for his signature beat tag “Mustard on the beat, ho!” and for producing chart-topping tracks with artists like Kendrick Lamar, YG, and Ella Mai.

Now, he’s turning his attention to food, partnering with Heinz as its official “Chief Mustard Officer.”

 

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The collaboration began earlier this year, with Heinz bringing Mustard to their Pittsburgh headquarters to experiment with over ten unique flavor profiles. According to Mustard, the winning combination—chipotle and honey—stood out immediately.

He noted that the smokiness of chipotle paired with the sweetness of honey was ideal for summer grilling, calling it “the one—the Mustard of all mustards.”

The rollout is happening across multiple platforms. Fans can grab the exclusive mustard for free from June 25 to July 14 at Buffalo Wild Wings locations nationwide by ordering any beef entrée.

After that, it will be available for purchase at major retailers including Target, Walmart.com, Amazon, and 7-Eleven. Heinz is also planning to launch the product globally later in the year.

But this campaign is about more than just a new sauce. Heinz cleverly teased the product back in February during the Grammy Awards, with a cheeky fake ketchup ad that suddenly cut out—followed by DJ Mustard’s signature vocal tag.

That surprising moment set off waves of curiosity and buzz, fueling speculation about what the collaboration might be.

 

Heinz's First New Mustard In a Decade Is Finally Here

 

The full promotional campaign now includes Spotify ads, social media content created by Cashmere and The Kitchen, billboards in DJ Mustard’s hometown of Los Angeles and Inglewood, and digital activations across Heinz’s platforms.

The combination of humor, celebrity influence, and foodie culture has created one of Heinz’s most ambitious campaigns in years.

Heinz’s Vice President of Marketing Todd Kaplan called the partnership a way to “infuse culture into condiments.” He emphasized that DJ Mustard wasn’t just a name on a bottle—he was deeply involved in the flavor development and brand storytelling from start to finish.

It’s no accident that Heinz chose this moment to release a new mustard. Despite the brand’s dominance in ketchup, their mustard offerings have remained fairly standard for years.

With increasing competition from craft sauces and boutique brands, this release signals Heinz’s intent to stake a more vibrant claim in the mustard category.

 

Mustard Teams Up with HEINZ for Limited-Edition Chipotle Honey Mustard Sauce • Hollywood Unlocked

 

And DJ Mustard is the perfect cultural figure to carry that message. His recent resurgence with the viral Kendrick Lamar track “tv off” has reignited his presence in mainstream music.

He also appeared in a cameo during the 2025 Super Bowl halftime show, further boosting his profile with a younger, pop-culture-savvy audience. Online, fans have even created custom mustard bottle costumes to celebrate the collab.

Early reviews of Heinz “MUSTAAAAARD” are overwhelmingly positive. Food bloggers and YouTube taste-testers have praised its rich texture, balance of heat and sweetness, and versatility.

Whether used as a dip for wings, a glaze for ribs, or a spread for burgers, the sauce is already being hailed as the “sauce of the summer.”

The product itself features DJ Mustard’s name and face on the label, with bold yellow-and-red branding and a playful tone that matches his personality.

Heinz and Mustard have hinted that this may be the beginning of more creative partnerships to come, and possibly even an expanded mustard line under the artist’s name.

 

DJ Mustard just created Heinz's first new mustard in a decade - Fast Company

 

For DJ Mustard, this move feels personal. He’s spoken in interviews about his love for Heinz mustard, even wearing a custom mustard-bottle chain around his neck in recent public appearances.

His crossover into food branding shows just how far celebrity influence can reach—transforming even a humble condiment into a pop culture moment.

As fans rush to try the sauce and share their reactions online, the Heinz x DJ Mustard collaboration is proving to be a textbook example of how brands can evolve. It’s a collision of taste, identity, and trend—all packaged in a bright yellow squeeze bottle.

With more collaborations likely on the horizon and nationwide demand surging, one thing is clear: DJ Mustard didn’t just drop a beat this summer—he dropped the hottest condiment in America.