Heinz is launching a potentially controversial low-carbohydrate tomato ketchup, aimed at consumers who follow low-carbohydrate diets. It is being test-marketed in the US and, if successful, will be brought to the UK.
Heinz One Carb Ketchup is being launched to win back consumers who are on low-carbohydrate diets, such as the Atkins diet, which do not allow condiments such as ketchup owing to their high carbohydrate content.
A Heinz spokeswoman says that One Carb Ketchup sits alongside the company’s No Salt Added Ketchup, which has also been launched in the US, and Organic Ketchup.
If Heinz One Carb Ketchup proves to be a hit with consumers, the company may offer reduced-carbohydrate versions of its other sauces. The spokeswoman adds that Heinz does not intend to promote any low-carbohydrate diets, but to offer choice to consumers who choose to follow such regimes.
The low-carbohydrate product follows a number of other innovations in the ketchup category. Earlier this year, Heinz relaunched its original tomato ketchup in an “upside-down” bottle (MW June 26). It has also launched a number of multi-coloured sauces, such as green tomato ketchup, which were test-marketed in the US before being brought to the UK.