Following strong growth and numerous accolades, On The Menu are looking to replicate the retail success of their Real Good Ketchups in the food service arena, with a launch through Savona Food Service.
Launched in retail in 2017, Real Good Ketchup was the first no added sugar and reduced salt ketchup to market in the UK and quickly gained major retail listings throughout the UK and Ireland, including Morrisons, Co-Op, Ocado and Super Valu. Accolades and awards have followed for the brand, including winner of the 2018 Food Talk Gold Clean Eating Award, with judges commenting;
“They’re up against a global food giant and they can hold their head up in that company. It’s the stand-out product of all the finalists.”
The brand is also performing well outside of the UK, particularly in the Middle East and America, having launched in Central Market and rolling out in early summer to further stores along the East Coast.
Founder Elizabeth Jones explains why On The Menu launched the ketchup, which has been joined by a no added sugar Smokey BBQ variety, and how they’ve managed to ensure the brand has punched above its weight competing with Heinz’s no added sugar product.
“Having a background in the food industry and a son with severe food allergies, I set a standard at the beginning for Real Good being allergen free, containing no artificial sweeteners, having reduced salt and clean ingredients and I’m proud to say Real Good delivers on taste, quality and the full tomato ketchup experience.”
“When I researched the market and tasted what was available in table sauces, I realised we can do better. I wanted us to produce a product we were proud of and truly believed in. If we were to remove or add ingredients I wanted us to do so with a strong purpose and understanding.”
“This process not only led to us removing the ‘big baddies’, in the form of added sugar and a lot of the salt, but was also behind more subtle omissions. For example, we didn’t fortify or add extra vitamins or minerals because ketchup has to be heated up to a high temperature during cooking and this causes them to lose their benefits – although conversely it boosts the benefits of lycopene, a powerful anti-oxidant, which is present in the tomatoes we use. Real Good has over 75% less sugar and salt content than regular ketchups.”
“The biggest challenge was to ensure removing the sugar didn’t detrimentally affect taste and consistency, we didn’t want to solve one problem and create another. We believe a large part of the success of the Real Good Ketchup is down to the choices we made in this area. We chose to use only plant based ingredients and sugar alternative in the form of xylitol (derived from birch and beech wood) and stevia leaf, whereas Heinz have opted for sucralose (an artificial sweetener) in their no added sugar ketchup. Real Good Ketchup has the benefit of no aftertaste.”
Backing up Elizabeth’s views are the results of independent consumer research 1,000 people through Degustabox, December and January 2019 ), which showed 75% of participants liked the Real Good Tomato Ketchup taste compared to their regular ketchup, with them ranking the product’s benefits in order of importance as ‘No added sugar, No artificial ingredients, Reduced salt, Made in the UK’.
Elizabeth believes Real Good Ketchup will replicate its retail success in the catering sector with the brand successfully trialled in both primary and senior schools last year, leading to the launch with Savona Food Service.
“We are excited to be working with Savona, having launched into selected independent schools at the beginning of the year.