Heinz launches new tomato ketchup filled hash browns

Billed as brand new & Oh-So Delicious, Heinz Tomato Ketchup Filled Hash Browns are the latest incarnation of frozen filled breakfast accompaniments set to take over the freezer aisles at Iceland this August.

The new recipe follows the launch of Heinz Beanz Filled Hash Browns in 2022.

Available for £3.00 exclusively at Iceland Foods, the filled hash browns are another step by Heinz into new frozen flavours and recipes.

Heinz says it is taking breakfast to the next level yet again, with this take on a kitchen favourite to get consumers wondering – am I team ketchup or team beans?

Sophie Higgins, head of growth platform, New Ventures at Heinz, said: “We’re so excited to be bringing our Heinz Tomato Ketchup Filled Hash Browns to our filled hash brown family. Heinz Tomato Ketchup is truly a global favourite, so it made complete sense to combine it with another classic family favourite, perfect for any mealtime.

“Here at Heinz, we’re continuing in our mission to find exciting ways to combine our beloved varieties with other iconic foods, flavours, and tastes, or even thinking about the food of the future. Keep an eye out for what comes next!”

Andrew Staniland, group buying director at Iceland Foods, said: “We’re constantly looking to bring new and exciting innovations to our customers, and we cannot wait to see their reaction to this one-of-a-kind product. Following the success of the Heinz Beanz Filled Hash Browns, it was time to introduce a new Heinz frozen product to the range, aimed at bringing delight to our breakfast-loving customers, so they can enjoy a double amount of Heinz with their sausage and egg.”

When launched in August last year, the Heinz Beanz Filled Hash Browns created quite a stir online, with many complimenting the brand for the “necessity” and praising the “genius” move.

Heinz says the launch of the tomato ketchup filled hash browns is part of Kraft Heinz’s larger transformation to bring insight-driven innovation to consumers faster than ever before and grow our taste elevation platform around the world.

The frozen Heinz Tomato Ketchup and Heinz Beanz Filled Hash Browns are low in saturated fat and are suitable for vegetarians.

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