Heinz has relaunched its mustard in the US in a bid to grab a slice of a category in which it is not among the top eight brands.

In a statement, the US food giant said it had developed a "better-tasting" mustard. Asked by just-food how Heinz had revised the recipe for condiment, a spokesperson said: "The new yellow mustard recipe uses 100% natural stone-ground mustard seeds, which helps deliver a high quality product. Those milled seeds are mixed with Heinz’ secret blend of spices and vinegar to deliver a perfect balance of flavour and tang. Heinz blind taste-tested this formula against its previous to ensure they were providing a better taste than ever had before."

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Data supplied to just-food by Euromonitor shows Reckitt Benckiser's French's brand accounts for 30.2% of sales in the US mustard category. Kraft Foods Group's Grey Poupon had a market share of 11.5%, with ConAgra Foods' Gulden's brand at 6%.

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