Data insights prompt Heinz to release tomato ketchup pasta sauce

Heinz Tomato Ketchup lovers can now rejoice as Heinz is launching limited edition jars of Heinz Tomato Ketchup Pasta Sauce this October.

The launch is dedicated to Heinz fans who can’t seem to stop shouting about their love for ketchup on pasta on social media, while research also found a quarter of Brits (24 per cent) believe it’s right to put ketchup on pasta.

The brand new Heinz Tomato Ketchup Pasta Sauce is an exclusive recipe made with sun-ripened Italian tomatoes and combining rich tomato sauce with the iconic taste of Heinz Tomato Ketchup.

On the launch, Caio Fontenele, Heinz New Ventures director, said: “Never say never! Whether ketchup was originally intended to go on pasta or not, we couldn’t help but listen to the love our fans share on social media for the combination. So, we’ve brought together our Heinz Pasta Sauce and Heinz Tomato Ketchup to give you the pasta sauce we’ve all been dreaming of. While some might say it’s ridiculously wrong, we think it’s simply, ridiculously good.

“For the ones who said they would be keen to use the sauce in their home cooking, prepare to have your pasta game changed forever. And if you’re on the side of people who think having ketchup on pasta is totally unacceptable, don’t worry, we still have seven other delicious Heinz Tomato Pasta Sauce recipes ready to tempt your tastebuds”.

Heinz’s full Pasta Sauces range include:

  • Tomato Sauce for Bolognese (vegan)
  • Sundried Cherry Tomato & Basil (vegan)
  • Tomato & Chilli (vegan)
  • Tomato, Mushroom & Bell Pepper (vegan)
  • Tomato & Lentil Ragu (vegan)
  • Mediterranean Veggies & Chunky Tomatoes (vegan)
  • Tomato, Grana Padano & Mascarpone (not suitable for vegans or vegetarians).

These limited-edition releases are 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 new Heinz Tomato Ketchup Pasta Sauce is available at Tesco nationwide or from from 4th October for four weeks only at an RRP of £2.50.

Heinz research also found:

  • Of those 24 per cent who thought it was right to put ketchup on pasta, those particularly fond of the idea were aged 18-34 (36 per cent).
  • Three in ten (29 per cent) have previously tried adding ketchup to their pasta, with 8 per cent regularly doing so and 11 per cent doing so occasionally.
  • When asked whether they’d be keen to try a Heinz Tomato Ketchup flavoured pasta sauce: 30 per cent of Brits agreed that they would love to try the new recipe; 28 per cent said it sounded delicious; 27 per cent loved the idea; while almost half (46 per cent) would either use or be keen to use the sauce in their home cooking.

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