Heinz has announced that it is launching a brand new Tomato Ketchup Reduced Sugar & Salt variety in the UK in January 2007.

Heinz said that the product tastes just as good as original Heinz Tomato Ketchup but will contain 30% less added sugar and salt.

It contains no artificial sweeteners, artificial colours, flavours or preservatives. The company said that consumer reactions to Heinz Tomato Ketchup Reduced Sugar & Salt, available in a 580g format for GBP1.59 (US$3.13), indicated it would be a success in the market place. The response was particularly strong with 'Mums with kids' and the health conscious older generation, Heinz added.

"Heinz is committed to unlocking further growth in the ketchup category through innovation and a close understanding of consumers and their needs. We are confident that the Heinz Tomato Ketchup Reduced Sugar and Salt variety will bring new consumers to the category, particularly those that are not currently heavy ketchup users, boosting incremental sales for retailers," said Caroline Clarke, marketing manager of Heinz Tomato Ketchup.