Heinz is branching out into mustard for the first time with a product aimed at those who like milder sauces.
Heinz English mustard is being launched in a 270g squeezy ’handy pack’ format - this follows the successful introduction of the Heinz salad cream handy pack range in April.
Recommended retail price is £1.29.
Mike Docherty, Heinz marketing manager, says: "Research shows that the nation’s love affair with mustard is thriving but families in particular find existing ranges a bit too hot for everyday use."
According to Docherty, the mustard category is worth £25m.
He adds: "By tapping into consumer trends and leveraging our expertise, we will further expand the market and drive sales for retailers."