Kraft Heinz is launching a brand new recipe for its iconic Heinz Tomato Ketchup. Available since January 2017, Heinz Tomato Ketchup 50% Less Sugar & Salt offers the unmistakeable Heinz taste that consumers know and love – now with less sugar and salt.

Following the success of Heinz Tomato Ketchup 50% Less Sugar and 25% Less Salt, the new and improved recipe offers a lower sugar and salt alternative for families, still with the 100% Heinz taste. With 140 years of expertise and heritage, the new ketchup from Kraft Heinz is the perfect addition to any family cupboard.

Market trends indicate that consumers are becoming increasingly aware of their daily sugar and salt intake. Limiting sugar has become the UK’s number one concern with 53% of people admitting to reducing their sugar intake, up from 49% last year . Consumers are also choosing to reduce salt in their diets with 39% of consumers actively eating less salt.

Kraft Heinz is supporting the launch with 360-degree marketing activation, including TV support, digital activation, PR and dedicated POS material, available to help retailers to boost sales and drive product trial. On shelf the new pack design will reinforce the key branding so that consumers recognise the product and its sugar and salt reduction benefits.

Chris Isaac, Brand Manager from Kraft Heinz comments: “With sugar and salt content continuing to be highly relevant to consumers, it is important for retailers to stock a range of product options that cater to different shopper needs.

“Consumers can be reassured that Heinz Tomato Ketchup 50% Less Sugar & Salt has been developed to make sure it still delivers 100% Heinz taste. Unlike some reduced salt and sugar products, Heinz Tomato Ketchup does not contain artificial sweeteners, colours, flavours or preservatives.”

The new ketchup have been on the shelves since January with an RRP of £1.99 for a 435g bottle and £2.59 for a 665g bottle*. *Retail pricing is always at the sole discretion of the retailer.


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