Heinz to sample new low-sugar variant to drive trial
Monday September 8, 2014 at 3:12pm
Heinz is introducing a new low sugar version of its iconic Heinz Tomato Ketchup using stevia, a natural plant-based sweetener which is up to 300 times as sweet as sugar. The new product, Heinz Tomato Ketchup 50% Less Sugars, officially launches in stores today (September 8 2014) and is being supported with a fully-integrated campaign, including TV advertising, in-store activity and sampling to drive trial. The new Heinz ketchup variety, which has taken 18 months to develop, has 50% less sugars as well as 25% less salt than regular Heinz Tomato Ketchup. Heinz says that while health is important to consumers, so is taste and the lower sugar and salt alternative delivers on this without compromising on flavour. Katherine Broadley, senior brand manager, Heinz Tomato Ketchup, comments: “We want to cater for all our consumers, including mums who are looking for healthier choices. That’s why we’re leading the way by producing a ketchup that has 50% less sugars – not something that is currently readily available in the supermarkets. However, what’s also important to us is that we don’t compromise on taste.” Heinz Tomato Ketchup 50% Less Sugars replaces the current Heinz Tomato Ketchup Reduced Salt and Sugar which offers consumers 30% less sugar and 25% less salt. The new Tomato Ketchup variant also meets 2017 Government salt targets. The packaging for the new 50% less sugars ketchup puts strong emphasis on the big increase in sugar reduction whilst also reinforcing taste through the use of the tomato. Unlike other reduced salt and sugar ketchups, Heinz Tomato Ketchup does not contain artificial sweeteners, artificial colours, flavours or preservatives.