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updated 10/3/2003 12:54:08 PM ET 2003-10-03T16:54:08

H.J. Heinz, maker of the “world’s favorite ketchup”, on Friday became the latest company to capitalize on the low-carbohydrate eating craze gripping the U.S. when it announced the launch of its “one carb” ketchup.

FOOD MAKERS ARE rushing to add low-carb offerings to their product lines as a rising number of consumers are turning to eating regimes such as the popular Atkins diet, which favors recipes low in carbohydrates and high in protein.

According to Atkins Nutritionals, about 25 million people are on the Atkins diet in the U.S. and about one-third of the U.S. population is doing some sort of “controlled carbohydrate” diet. In the UK, sales of Atkins books have topped 2.5 million copies.

Over the years a raft of “Atkins-friendly” products has hit supermarket shelves, including Michelob Ultra, a low-carb, low-calorie beer by Anheuser-Busch, as well as various low-carb tortillas, chips and snack bars.

“Heinz One Carb Ketchup is designed for consumers who wish to moderate their carbohydrate intake without having to compromise on taste,” the company said, echoing Michelob’s “lose the carbs, not the taste” tagline.

Heinz’s lower carb ketchup will contain one gram of carbohydrates per serving - 75 per cent fewer carbs than traditional Heinz Ketchup. The company also offers “No Salt Added” and “Organic” ketchup and in May launched a limited edition blue ketchup.

© The Financial Times Ltd 2003. "FT" and "Financial Times" are trademarks of the Financial Times.

© The Financial Times Ltd 2013. "FT" and "Financial Times" are trademarks of the Financial Times.

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