Heinz has unveiled Tomato Ketchup Zero, a no-added-sugar-or-salt spin-off of its best-selling table sauce, with 35% more tomatoes.
Promising a “richer, bolder” taste than standard ketchup, the NPD was developed in response to consumer requests, according to Heinz.
In recent consumer testing, nine in 10 respondents said the sauce delivered the quality they expected from Heinz [MMR survey of 480 consumers, November 2024].
Tomato Ketchup Zero (rsp: £3.39/425g) has already hit Sainsbury’s, replacing Heinz’s previous No Added Sugar & Salt iteration with the blue label. It will roll into all major retailers in July.
“Consumers expect ‘zero’ products to fall flat on flavour – because ‘zero’ often means ‘less’,” said Alexandra Bayet, head of innovation for Tomato Ketchup, Heinz Europe.
“We wanted to turn that on its head and create a ketchup that’s all about more of what you love, even with fewer ingredients.
“Developed using our 150-year sauce know-how, taste expertise and containing 35% more sun-ripened tomatoes, grown especially for Heinz, our new Heinz Zero Added Sugar & Salt Tomato Ketchup delivers a bold, satisfying taste that lives up to the standard set by our iconic original.”
The launch comes as Heinz has spent recent months reimagining a series of its staple products for new audiences.
Last month, for instance, it added Little Beanz, a “softer and saucier” version of baked beans, specifically designed for toddlers.
Also in May, Heinz brought its Tartare Sauce back to UK supermarkets with a new recipe, having rebranded it as Fish & Chips Sauce.
If you’ve got a fantastic new product or packaging innovation, we want to hear about it! The Grocer New Product & Packaging Awards 2025 deadline has been extended! You now have until Monday 23 June to submit your entries. Visit this link to enter, buy tickets or enquire about sponsorship opportunities.
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