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Kraft Heinz has launched what it calls a ‘game-changing’ addition to its iconic tomato ketchup line-up: Heinz Tomato Ketchup Zero, which has zero added sugar and salt, 35% more tomatoes and ‘zero compromise on taste’.

Following the results of a consumer survey revealing that British consumers are seeking healthier choices with less sugar and salt, Heinz has produced a new version of its tomato sauce.

The new sauce variety builds on Kraft Heinz’s wider strategy to reduce sugar by over 60 million lbs globally and respond to the growing demand for better-for-you food.

“Consumers expect 'zero' products to fall flat on flavour, because zero often means less,” Alexandra Bayet, head of innovation for tomato ketchup Europe at Heinz, said. "We wanted to turn that on its head and create a ketchup that is all about more of what you love, even with fewer ingredients.”

The new Heinz Tomato Ketchup Zero is available now from Sainsbury’s stores across the UK, retailing at £3.39 per bottle, with a wider retail listing to follow next month.