Ketchup maker Heinz has introduced a new stevia-based version of its tomato ketchup in a bid to lower the sugar in it by half.

Hitting UK supermarket shelves this month, Heinz Tomato Ketchup 50% Less Sugars, contain half the sugar of the original and 25% less salt too, meeting 2017 government salt targets. It replaces Heinz Tomato Ketchup Reduced Salt and Sugar which offered 30% less sugar.

Katherine Broadley, senior brand manager, Heinz Tomato Ketchup, said: “We want to cater for all our consumers, including mums who are looking for healthier choices. That’s why we’re leading the way by producing a ketchup that has 50% less sugars – not something that is currently readily available in the supermarkets.

“However, what’s also important to us is that we don’t compromise on taste. Consumers can be reassured that every squeeze of Heinz Tomato Ketchup 50% Less Sugars contains the unmistakable taste of Heinz and a third of a tomato.”

Heinz confirmed it had removed some of the added sugar in the product by replacing with extract of stevia.

The new product will go into stores from 8 September with a RRP of GBP2.05 (US$3.40) for a 550g bottle.

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By GlobalData