Heinz axes classic sauce from UK supermarkets and replaces with rebrand
Launched on May 6, Heinz's newest condiment, called Fish & Chips sauce, replaces the iconic and beloved Tartare sauce, discontinued in 2022 - and it's finger-licking good.
Heinz, one of the UK's most popular beloved food brands and condiments, is diving back into the supermarket middle aisle to bring a fresh take on a traditional favourite - remember the Tartare Sauce?
Famous brand Heinz takes the lead when it comes to sauces, and its newest condiment is a revamped version of the traditional tartare sauce - and it's aimed to be the best condiment for a cheeky Fish and Chips on a Friday.
With a literal name of Fish & Chips Sauce, also known as 'Tartare 2.0', the ingredients include gherkins, dill, salt, parsley and mustard. While the bottle wears the 'Fish & Chips Sauce' label, the ingredients are listed in a style that's similar to the classic tartare sauce. On the packaging, Heinz has also listed it as 'Tartare Sauce', bringing back the nostalgia.
The Tartare sauce has been a classic to seafood dishes like the fish and chips, and Heinz has described the new condiment as 'fresh and herby' which was 'posed to become Britain's new go-to pairing for fish dinners - and, of course, the nation's beloved dish, fish & chips.'
In a statement about the launch, Heinz added: 'If tartare is the OG fish condiment, then think of Heinz Fish & Chips sauce as Tartare 2.0 – 2025's hot new upgrade… Love tartare? You'll be obsessed. Never tried it? Consider this your tasty gateway to next-level fish & chips.'
Heinz's Tartare Sauce got removed from supermarket shelves in 2022. However, it's still available in some restaurants and online. The new Fish & Chips Sauce sells at £3.40 for a 400g bottle, promising to deliver the same good old flavour with a modern twist.
Thiago Rapp, director of taste elevation at Heinz, said: "At Heinz, we're always exploring bold and exciting flavours, inspired by the latest food trends and what people across the nation are really craving."
"We want to give fans endless flavour possibilities and unexpected pairings that elevate every bite. And when it comes to British classics, nothing quite compares to fish and chips. It's a national treasure, whether enjoyed as a seaside staple, a proper chippy tea on a Friday, or a comforting midweek meal."
He concluded: ''We've created a sauce that pays homage to this beloved British dish, crafted to be the perfect companion for every fish-filled occasion.'
Introducing the new Fish & Chips sauce, Heinz isn't just bringing back a classic condiment. Whether you're a long-time tartare sauce fan or just curious to try something new, this could be the best condiment sauce for your Friday meals.
This follows recent reports from Which? revealing that shoppers prefer supermarket own-brand bargains over big-brand favourites. In Heinz's case, it was revealed that the best ketchup was Lidl 's Batts Tomato Ketchup.
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