Heinz's Sambal ABC collaborates with AXA to launch world's first spice insurance

A sauce and an insurance company aren't always the most likely of pairs. But making it work is Heinz Sambal ABC and AXA Financial Indonesia. The two partnered up to launch the world's first spice insurance in a bid to take away spice-related health concerns. Sambal ABC Pedasuransi, powered by AXA will be made available at the Ubud Food Festival presented by ABC, one of the brands under the The Kraft Heinz Company. With co-created “Sambal ABC World’s Spiciest Noodles” and others, the companies hope to send the message that every spice lover can enjoy the dishes made with Sambal ABC with peace of mind through the Pedasuransi. The noodles is cooked and mixed with 200 pieces of bird eye chillies and Sambal ABC Extra Pedas. According to the press release, the Pedasuransi will be available at all places where the world’s spiciest noodles are available, starting with Ubud Food Festival. Themed "spice up the world", the event taking place 26 to 28 April will see Sambal ABC as the title partner for the second time. "Sambal ABC Pedasuransi, powered by AXA is an act that demonstrates the epitome of spice; making it a natural fit to the festival’s theme. By launching this world’s first innovation by AXA, ABC is ensuring that it does what most brands can’t – bring something that cannot be made available anywhere else," said Dhiren Amin, Kraft Heinz ABC marketing and R&D director, Southeast Asia. In addition to Pedasuransi, ABC is also bringing Kecap ABC Exploresep; a journey of everyday Indonesian dishes in the spirit of Indonesia gender equality brought to Ubud Food Festival. There will also be exciting stage events featuring ABC’s celebrity endorsers – Chef Bara and Chef Gerry. AXA Financial Indonesia director Yanti Parapat added, “We are aware that Indonesian people are very happy with spicy food and will be challenged with the latest product from Sambal ABC, therefore we want to give them a sense of calm because they have been protected by the Insurance from AXA Financial Indonesia. In addition, we also want Indonesian people to know more about insurance and can benefit of health protection from us.” Read more: AXA Indonesia merges two of its business entities, names changed ‘There is no such thing as an organic pull,’ says Kraft Heinz marketer Dhiren Amin Kraft Heinz looks to disrupt the food industry, dishes out US$100m Kraft Heinz hands former Unilever marketer Karina Ong APAC CMO title