The “healthy” segment continues to gain ground in the sauces market, and The Kraft Heinz Company aims to expand its presence in this category with the launch of the new Heinz Light Mayo, a mayonnaise with 60% less fat than the classic version.
The news follows the success of Tomato Ketchup Zero, a product that reached approximately 600 Italian households in 2025, a 40% growth compared to the previous year. According to the company, ketchup with no added sugar is now one of the main drivers of the Heinz brand's light segment, which holds a 61% market share in the category.
The launch of the new mayonnaise comes amid a favorable market environment. In Italy, the light alternatives sector is experiencing double-digit growth (+13%) in the world of sauces, while the overall market is up 2% in both value and volume. The light mayonnaise segment is already worth approximately €6 million and is expected to grow 13,3% in value and 17% in volume compared to 2024.
According to data released by the company, 85% of Italians always or almost always choose lighter alternatives in their daily lives, a higher percentage than those recorded in Spain and the United Kingdom. Heinz therefore aims to attract consumers who are increasingly concerned about nutritional balance, without sacrificing taste.
“The success of Heinz Tomato Ketchup Zero confirms the existence of a market interested in light alternatives and suggests an excellent opportunity with the introduction of a light version of mayonnaise,” declared Daniela D'Aguanno, Head of Taste Elevation Italy at Heinz.
The new Heinz Light Mayo is made with an oil characterized by a lipid profile with more omega-3s and less saturated fat. The company also highlights the presence of a double source of egg—egg and separated yolk—which helps improve the emulsion and consistency of the product despite the reduced fat content. The recipe also includes starch to ensure a creamy texture similar to that of traditional mayonnaise. Nutritionally speaking, the new product contains 27 calories compared to the 65 of the classic version. The product is also free of artificial colors and flavors.
Heinz's goal is to expand its shelf-life offerings in the healthy food segment and strengthen its presence in a category that continues to show signs of growth, especially among younger consumers. According to data shared by the company, Tomato Ketchup Zero is seeing greater penetration among those under 35, with an average annual spend on sauces higher than other demographics.
