Food giant Heinz is moving into the UK’s GBP25m (US$51.6m) mustard category for the first time with the launch of Heinz English Mustard.
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Heinz is hoping to promote its mustard as a milder alternative to products already on the market.
The company said the brand “is set to drive growth by responding to research that shows consumers find existing ranges too hot for the whole family to enjoy”.
Heinz English Mustard is being launched in a 270g “handy pack” following the successful introduction of Heinz Salad Cream in a similar pack in April.
“Research shows that the nation’s love affair with mustard is thriving but families in particular find existing ranges a little too hot for everyday use,” said Mike Docherty, marketing manager at Heinz UK. “Our authentic English mustard will appeal to children and adults with more cautious palates.”
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By GlobalData
