Heinz targets pubs with new HP Steak Sauce

Heinz has added to its range of specialist sauces with the launch of new HP Steak Sauce.

The sauce - which has tomato and black pepper flavours - is the first new launch under the HP brand since its acquisition by Heinz in 2005.

Pubs and other foodservice operators will be able to get HP Steak Sauce from August, with plans for a retail launch in the iconic HP bottle towards the end of the year.

A pilot in Spirit pubs has initially proved successful. The Punch-owned managed pub group is offering two dishes made with HP Steak Sauce at its Two For One pubs - rodeo rib-eye steak and rodeo burger. The dishes are identified on the latest Two For One menu with the HP Steak Sauce logo.

Paul Farr, head of food at Spirit, said: "It will be a few weeks before we get detailed sales figures, but initial indications are that the dishes are selling very well, despite the fact that we're charging a slight premium over similar items in the menu.

"One manager told me the rib eyes are walking out of the pub."

HP Steak Sauce can be used hot or cold, as a glaze during cooking or as a side accompaniment as well as a sauce.

Heinz head development chef Gary Barnshaw said his inspiration was the popularity of steak sauces in the US, "although HP Steak Sauce is a very different product, because we prefer thicker, more indulgent, slightly sweeter sauces over here."