Heinz has relaunched its mustard in the US in a bid to grab a slice of a category in which it is not among the top eight brands.
In a statement, the US food giant said it had developed a "better-tasting" mustard. Asked by just-food how Heinz had revised the recipe for condiment, a spokesperson said: "The new yellow mustard recipe uses 100% natural stone-ground mustard seeds, which helps deliver a high quality product. Those milled seeds are mixed with Heinz’ secret blend of spices and vinegar to deliver a perfect balance of flavour and tang. Heinz blind taste-tested this formula against its previous to ensure they were providing a better taste than ever had before."
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Data supplied to just-food by Euromonitor shows Reckitt Benckiser's French's brand accounts for 30.2% of sales in the US mustard category. Kraft Foods Group's Grey Poupon had a market share of 11.5%, with ConAgra Foods' Gulden's brand at 6%.
