Trendy low-carb ketchup from Heinz

H.J. Heinz taps into the growing low-carb trend in the United States with the launch of a low-carbohydrate version of its popular ketchup.

The new 'One Carb' ketchup is the latest in a line of product innovations within Heinz's​ $1.2 billion (€1.04bn) ketchup business in recent years that includes an organic ketchup, and coloured versions aimed at children's plates.

Heinz's lower carb ketchup contains one gram of carbohydrates per serving - 75 per cent fewer carbohydrates than traditional Heinz Ketchup, the company said on Friday.

This latest innovation represents a bid by the company to achieve its goal of 50 per cent share of world's ketchup market - building on the 30 per cent share the company currently holds.

"Heinz's biggest growth opportunity is its biggest brand - Heinz Ketchup,"​ said Kenneth Keller, chief growth officer at Heinz.

Later on Friday the company reiterated that it expects to post earnings of $2.15 to $2.25 a share and sales growth of 3 per cent to 4 per cent in fiscal 2004.

Heinz is focused on three major goals to drive growth company-wide, Keller said, including at least 4 per cent sales growth in its top 15 brands.