The sauces and condiments aisle is about to be shaken up by Heinz with the introduction of its gourmet ketchup range.
Heinz Tomato Ketchup With a Twist, which will appear on shelves this April, has been created to appeal to a growing number of adults seeking more adventurous flavours and foods, according to the producer.
The range, all packaged in 320g squeezy bottles, currently comprises three flavours: With a Twist of Chilli, With a Twist of Garlic and With a Twist of Sweet Onion. All are priced at 99p.
"Heinz Tomato Ketchup With a Twist has been designed to offer adult palettes a more sophisticated option and to provide simple inspiration for mid-week meals," said marketing manager Caroline Clark.
The gourmet range is designed to offer an ideal solution as a marinade or accompaniment to meats, such as chicken or sausages.
"The range should drive usage outside potatoes where most ketchup is consumed," said Clark.
The additions mark further investment into the sauces and condiments market by Heinz in its continued battle with rival Premier Foods. In 2005 Heinz purchased HP Foods and Lea & Perrins sauces from Danone, while shortly afterwards Premier branched into table sauces for the first time with Branston brown and tomato sauces.
The With a Twist additions are not Heinz's first tomato ketchup brand extensions. In 2000 the grocery giant launched its Organic Ketchup, then in 2003 it introduced a top-down format to address convenience needs.
Earlier this year it merged the two to create the market's first organic top-down format in response to 28% value growth for organic products to £999m [IRI 52 w/e 31 December 2006]. It also brought out Heinz One Carb Tomato Ketchup when low-carb diets were popular.