Heinz has brought its Tartare Sauce back to UK supermarkets with a new recipe, having rebranded it as Fish & Chips Sauce.
Bottles of Heinz Tartare Sauce disappeared from supermarket shelves in 2022, but sachets of it are still circulating in the foodservice channel and are available to purchase via Amazon.
However, customers of Heinz’s DTC platform Heinz to Home this week received an email announcing the launch of Fish & Chips Sauce, billed as a “fresh and herby twist on traditional tartare”.
The NPD replaces the rapeseed oil in Heinz’s original Tartare Sauce (now out of stock on Heinz to Home) with sunflower oil, while also adding onions, dill, parsley and mustard into the mix.
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Both the old and the new recipe contain spirit vinegar and sugar, but Fish & Chips Sauce contains a lower proportion of gherkins and removes the capers and egg yolk of the original Tartare Sauce recipe. As such, the NPD is suitable for vegans.
The email to Heinz to Home customers signals a concerted effort to broaden the appeal of tartare sauce. It promises the NPD will become “your next obsession – whether you’re a die-hard tartare fan or trying it for the first time”.
Fish & Chips Sauce has launched via Heinz to Home (£2.90/400ml plus delivery) and into Tesco (rsp: £3.39/400ml).
“We want to give fans endless flavour possibilities and unexpected pairings that elevate every bite,” said Thiago Rapp, director of Taste Elevation at Heinz.
“And when it comes to British classics, nothing quite compares to fish and chips.
“We’ve created a sauce that pays homage to this beloved British dish, crafted to be the perfect companion for every fish-filled occasion,” Rapp added.
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