Heinz yellow mustard will soon be available in packaging for retail stores. Until now, the mustard had primarily been sold through Heinz’s food-service business—packaged in bulk and packets for stadiums and restaurants.
This new move into U.S. grocery stores is to allow Heinz to compete with French’s, the market leader in the yellow mustard category. During a presentation tied to news of the recent Kraft-Heinz merger, Heinz listed yellow mustard as one of its top three “Big Bold Bets” in product innovation for 2015. French’s currently owns 60 percent of the US yellow mustard market compared with Heinz’ one-percent share.
Heinz said that the retail version of its market has an updated recipe that uses all-natural ingredients and stone-ground mustard seeds.
According to a survey by Mintel Group, about 67 percent of adults in the U.S. say they use yellow mustard. Consumer perception of mustard as a healthier condiment may contribute to its popularity.
Mintel food-and-drink analyst Beth Bloom told Bloomberg News that while condiments tend to suffer from the perception that they’re overly processed, mustard’s simple recipe gives it a better health profile.
“It’s not high in sugar like ketchup, and it doesn’t have to be high in fat like mayonnaise,” she said.