Heinz has left UK shoppers scratching their heads after quietly axing its much-loved Tartare Sauce and replacing it with a newly branded Fish and Chips Sauce – a move that has caused confusion across social media and supermarket aisles.
The unexpected change has already taken effect in leading stores including Tesco, Asda, Morrisons, Sainsbury’s, Lidl and Aldi, where the familiar tartare branding has been replaced by this new label. Many loyal Heinz fans were quick to point out what they saw as little more than a rebranding exercise, with one social media user jesting, “Looks like tartare sauce for people who don’t know what tartare sauce is.”
The new Fish and Chips Sauce, launched in collaboration with TikTok star Destiny Harold, aka the Chip Shop Diva, is being pitched by Heinz as a creamier and more herb-forward alternative. According to the brand, while traditional tartare sauce typically features gherkins and capers for a tangy kick, this new version blends gherkins, onions, and fragrant herbs to deliver what Heinz describes as “Tartare 2.0”.
Despite the updated ingredients and branding, many shoppers aren’t convinced. Another online comment labelled the move as simply “strange”, questioning the need to change the name of such a well-established product. Critics also argue the new label may confuse consumers unfamiliar with traditional condiments, especially as tartare sauce remains a fish and chip shop staple in the UK.
In an effort to reassure fans, Heinz has continued to make tartare sauce sachets available for food service and catering outlets. These are still being sold under the tartare name and are described as “a mild and creamy sauce especially great with fish-based dishes”, emphasising cost control and reduced waste with individual portion sizes.
This change is part of a broader push from Heinz to reimagine its condiment offerings. The company has recently introduced a number of internationally inspired sauces, such as Turkish Style Garlic Sauce, American Style Burger Sauce, Thai Style Sweet Chilli Sauce, Korean Style Sticky Barbecue Sauce, and American Style Smokey Baconnaise. Other global flavour options include Mexican Firecracker Sauce, Thai Coconut Lime Sauce, North African Kebab Sauce, French Style Blue Cheese Sauce, and Mediterranean Aioli.
Whether shoppers will embrace this unexpected twist on a British favourite remains to be seen. For now, though, one thing is certain – Heinz has stirred up quite the conversation with its rebranding of a beloved classic.
