Saucy! Heinz claims to have invented a brand new 'fish and chip sauce' - but shoppers say it is an old favourite under a different name
Heinz has boldly claimed to have invented a new 'Fish & Chips Sauce', but shoppers have claimed it is just a rebrand of an old favourite.
The food giant urged customers to think of their new offering as 'Tartare 2.0', listing the ingredients such as gherkins, dill, salt, parsley and mustard.
But many customers believe is it just a case of an old sauce in a new bottle.
Tartare sauce is traditionally made of mayonnaise, chopped gherkins, capers, and herbs such as tarragon and dill.
It is considered a classic accompaniment to seafood dishes including fish and chips.
Heinz described its new product as a 'fresh and herby condiment' which was 'poised to become Britain's new go-to pairing for fish dinners - and, of course, the nation's beloved dish, fish & chips'.
It went on: 'If tartare is the OG fish condiment, then think of Heinz Fish & Chips sauce as Tartare 2.0 - 2025's hot new upgrade... Love tartare? You'll be obsessed. Never tried it? Consider this your tasty gateway to next-level fish & chips.'
Shoppers were not convinced by the announcement, saying the 'new sauce' is just a re-brand, noting the similar ingredients of the two products.
Responding to the brand's announcement on Facebook, a number of people commented: 'This is Tartare sauce.'
One user said: 'So it's Tartare sauce at an increased price'
Another added: 'Yeah tartare, salt n vinegar, brown, red, I'm confused, what are they trying to sell us now that will sit on the table, "Hey I've got fish and chip sauce" Then it's goes up in pric , the mind boggles.'
'It is just Tartare sauce, but Heinz wants to feel special and make it long,' another said.
While one person added: 'If only there was a sauce previously to serve with fish and chips.'
One key difference in the two sauces is that the new Fish & Chip sauce is vegan.
The new sauce does not contain egg yolks like its predecessor and therefore can be enjoyed by vegans, although not on the dish of its namesake.
Vegans responded to the ironic decision on social media.
One wrote: 'WOW this one is actually vegan. The old one was not! Pity the name will put us off being "fish" n chips sauce. Marketing missed a beat there.'
Another was overjoyed at the prospect of trying the vegan sauce. They wrote: 'I just bought Heinz fish and chips sauce from Tesco. A bit steep at £3.40 but it's actually tartare sauce. And it's vegan.
'I'll say again, vegan Tartare sauce. My holy grail of vegan food.'
Heinz Tartare Sauce was scrapped from supermarkets in 2022, but is still available in some restaurants and online.
A 400g bottle of the new Fish & Chips Sauce sells for around £3.40 and is available from Tesco.
Heinz said its own research suggested that Britons were eating more fish - up almost 5 per cent year on year - with 37 per cent of these occasions being fish and chip meals.
It found 81per cent of Britons used various sauces with the dish, with 66% using ketchup, 50 per cent mayonnaise and 45 per cent Tartare sauce.
Some 90 per cent of 18 to 34-year-olds expressed an interest in a 'brand new' sauce for fish, the brand said.
Thiago Rapp, director of 'taste elevation' at Heinz, said: 'At Heinz, we're always exploring bold and exciting flavours, inspired by the latest food trends and what people across the nation are really craving.
'And when it comes to British classics, nothing quite compares to fish and chips. It's a national treasure, whether enjoyed as a seaside staple, a proper chippy tea on a Friday, or a comforting midweek meal.
'We've created a sauce that pays homage to this beloved British dish, crafted to be the perfect companion for every fish-filled occasion.'
Asked whether the new sauce is indeed different to Tartare sauce, Heinz responded: 'While traditional tartare sauce is made with gherkins and capers to create a tangier sauce, our new Fish & Chips sauce blends gherkins, onions, and fragrant herbs to create a herbier, creamier condiment, making it incredibly versatile to use with all fish dishes as well as vegetables and potatoes. Think of it as Tartare 2.0!'
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