The UK is falling out of love with Ketchup as sales drop 13 per cent due to younger buyers turning to exotic alternatives.
Sales of Heinz Tomato Ketchup fell by 13.2 per cent last year.
The famous brand has suffered a double blow with younger consumers moving to alternatives such as peri peri while others are saving money by buying supermarket own label versions.
Supermarket sales of all ketchups are also down, in comparison, by just 2.7 per cent – a fall of around six million bottles, according to The Grocer magazine.
It says younger consumers are turning to alternatives such as peri peri sauce or chilli chutneys or sriracha – a hot sauce made from chilli peppers, vinegar, garlic and salt.
The Grocer said: “Ketchup is like beer, a barbecue just isn’t the same without either. And in both sectors big brands are being squeezed by trendy new upstarts.
“Heinz UK sales plunged last year with Ketchup contributing much to this decline. Craft beer-drinking foodies are now slathering their fries and gourmet burgers with artisan srirachas and chilli chutneys.”
Overall sales of all Heinz products fell by 16 per cent in 2016, from £846 million in 2015 to £709 million in the 12 months to the end of last year.