James White boss Lawrence Mallison: ketchup took “well over a year” to develop

James White Drinks is looking to take on Heinz and Stokes with a Big Tom ketchup.

Made with “the same instantly recognisable and addictive Big Tom spice blend and Portuguese tomatoes”, said James White, it “would introduce an exciting new twist to the ketchup market” (rsp: £2.50/260g). 

The NPD is being touted as a healthier alternative to leading brands thanks to its lower sugar content.

It contains 71 calories and 13.4g sugar per 100g, compared with 22.8g for Heinz, 31g for Tiptree, 22.3g for Stokes’ core ketchup and 33.5g for Stokes’ chilli variant.

Taking the Big Tom juice brand into ketchup “has been an ambition of mine for at least 10 years”, said James White MD Lawrence Mallinson.

It had taken “well over a year” to develop “because we were so determined that it should be true to the distinctive Big Tom taste”, he added.

It has launched online through the brand’s website and Amazon, with major retail listings to follow later in the year.