The latest product available on Volkswagen’s U.S. website has nothing to do with automobiles, yet taps into VW’s history in an evocative way.

It’s a bottle of a ketchup-like condiment that VW’s been making for almost 30 years.

Gewürz Ketchup—which even has a VW part number: 00010 ZDK-259-101—was created in 1996 by VW-employed chefs to dress currywurst that had been cooked up for its German plant employees since 1973. Now, as VW celebrates 75 years in the U.S., it’s bringing Gewürz Ketchup to this country for the first time. Bottles are available now, for free while they last, at VW.com.

The decision to bring Gewürz Ketchup to the U.S. emerged from another anniversary initiative—a video series spotlighting the stories of VW owners and fans. One superfan named Jamie Orr, profiled in the video below, collected bottles of Gewürz Ketchup and gave them out as souvenirs at enthusiast gatherings that he has hosted.

The condiment will also make a special appearance at ChainFEST, a gourmet chain food festival in Los Angeles, on Oct. 5.

“This year we’re celebrating more than a big anniversary of selling cars,” said Rachael Zaluzec, senior VP of customer experience and brand marketing at Volkswagen of America. “We’re celebrating stories, memories, passion and all the fun, quirky things that make Volkswagen the brand we are today—things like a spiced tomato condiment.”

“Through a series of projects, we’re honoring the Volkswagen owners who have played a pivotal role in shaping the soul of the brand into the American cultural icon it is today,” said Grace Martin, creative director at Johannes Leonardo. “Jamie’s story and his passion for the brand exemplifies how VW represents more than just car ownership—the brand inspires and enriches lives. Bringing the Gewürz Ketchup to the U.S. is more than food collaboration, it’s unveiling a piece of esoteric VW history to today’s audience and revealing the soul behind the metal.”

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