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

This new product replaces Heinz Tomato Ketchup Reduced Salt and Sugar, which offers consumers 30% less sugar and 25% less salt. The new Tomato Ketchup variant also meets 2017 UK government salt targets.

Available from 8 September 2014 with an RRP of £2.05 for a 550g bottle. The launch will be supported with a fully integrated marketing campaign, including TV advertising.