Heinz has launched what it claims is a new Fish & Chips Sauce, however, the condiment bears an uncanny similarity to its Tartare Sauce, which it dropped from retail in 2022.
Described as “fresh and herby”, the sauce blends gherkins, onions, and fragrant herbs like parsley and dill. Tartare sauce is traditionally made using mayonnaise, chopped gherkins, capers and herbs such as tarragon and dill.
Heinz urges customers to see the new sauce as Tartare 2.0, saying: “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.”
Available from Heinz to Home and in Tesco across UK & Ireland in 400ml bottles priced at £3.39, the new sauce was revealed following a teaser campaign on social media with TikTok viral sensation Chip Shop Diva – Destiny at Merchants Fish & Chips. Heinz left fans guessing until finally unwrapping and revealing the new Fish & Chips Sauce from classic newspaper.
Thiago Rapp, director of taste elevation at Heinz, said: “We want to give fans endless flavour possibilities and unexpected pairings that elevate every bite. 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.”
The launch comes as new research from Heinz reveals that Brits are eating more fish – up nearly 5% on the previous year – with 37% of these occasions being fish and chip meals. In addition, it says 81% of Brits reach for a sauce to pair with fish – 66% favour ketchup, 50% mayo, and 45% tartare sauce.
Its research also reveals a shift in our fishy habits, with more Brits enjoying fish and chips throughout the week. Meanwhile, it claims 76% of Brits have enjoyed fish and chips at home in the last six months, adding: “So, it’s clear, as a nation we’re enjoying fish and chips as and when we desire – not just on Fridays.”
Over on X, conversation on the best day to eat fish and chips had Brits divided, with some opting for Wednesday while many others said “Fish and chips every day pls”.
