Kraft Heinz has further cut the salt in the Heinz tomato ketchup on sale in the UK that contains lower levels of salt and sugar than the standard variant.

The new ketchup now contains 50% less of both salt and sugar than the mainstream Heinz ketchup.

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The company said the new sauce will replace the 50% Less Sugar and 25% Less Salt Heinz Tomato Ketchup it launched in 2014.

Kraft Heinz brand manager Chris Isaac said: “With sugar and salt content continuing to be highly relevant to consumers, it is important for retailers to stock a range of product options that cater to different shopper needs.

“Consumers can be reassured that Heinz Tomato Ketchup 50% Less Sugar & Salt has been developed to make sure it still delivers 100% Heinz taste. Unlike some reduced salt and sugar products, Heinz Tomato Ketchup does not contain artificial sweeteners, colours, flavours or preservatives.”

Kraft Heinz said market trends research conducted by Nielsen “indicate that consumers are becoming increasingly aware of their daily sugar and salt intake”.

The company added: “Limiting sugar has become the UK’s number one concern with 53% of people admitting to reducing their sugar intake, up from 49% last year. Consumers are also choosing to reduce salt in their diets with 39% of consumers actively eating less salt.”

The new ketchup will hit shelves from this month with an RRP of GBP1.99 (US$2.44) for a 435g bottle and GBP2.59 for a 665g bottle.