HJ Heinz has said that it is looking to “spice up” its sauces category with the launch of Twisted Ketchup.
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The range is being launched in response to consumer demand for “spicier” flavours, the company said.
Heinz Twisted Ketchup is available in three flavours; Mild Chilli, Piri Piri & Lime, and Fiery Chilli. Different colours and chilli indicators are used on pack to highlight the level of heat for each variant.
“Our research shows that consumers, specifically young adults, are enjoying hotter and more adventurous foods,” said Ross Longton, brand manager Heinz Tomato Ketchup. “Indian and Mexican meals are continuing to grow in popularity and chilli and spicy based sauce occasions have doubled over the past three years.
“Heinz Twisted Ketchup will target new adult consumers by livening up meal times, while still being accessible for the whole family.”
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By GlobalDataThe launch will be supported by a PR campaign and in store support. Heinz will also be implementing cross-category promotions by highlighting the Twisted range on Aunt Bessie’s Homestyle chips.
The product is packaged in crystal clear recyclable 320g PET plastic bottles, with a RRP of GBP1.19 (US$1.69).
The news follows the launch of HP Hot Sauces, also available in three flavours – HP Slightly Hot Smokey Chilli Sauce, HP Rather Hot Jalapeno & Lime Sauce and HP Seriously Hot Red Chilli & Honey Sauce.
