Heinz is hoping to take a greater share of the traditional sauce and condiment market with a range of hot chilli sauces.

Heinz Hot Sauces roll out next month in three varieties: chipotle & garlic, green jalapeño and yellow habanero (rsp: £1.49/150ml) and are designed to add spice to pizza, pasta, stir fries, chicken, burgers and other meals.

The news comes a week after The Grocer revealed volume sales of eight of the top 10 traditional sauce and condiment brands - including HP and Lea & Perrins - had declined over the past year as they lost out to more exotic and spicier sauces amid changing consumer tastes. Blue Dragon and Heinz were the only top 10 brands to buck the trend.

All three of the new Heinz sauces contain chillies sourced from Mexico - and in the case of yellow habanero, a single farmer’s co-operative. Chipotle & garlic is a smoky, medium spiced sauce with a hint of garlic green jalapeño is a hot-spiced sauce with a tangy, zesty taste and yellow habanero is a yellow chilli sauce and the hottest of the three varieties.

Each bottle has a QR code that directs consumers to a Facebook page offering recipes and special offers. The launch will also be supported by YouTube and Twitter activity, as well as sampling and radio.

“We know people love spicy flavours,” said Heinz senior brand manager Emma Rumble. “The launch of the new Heinz Hot Sauces range reflects our commitment to developing new and exciting products that respond to consumer trends.”

Topics