Does Colman’s new milder recipe cut the mustard?
- Credit: Copyright: Archant 2015
It is enough to have aficionados spluttering into their sauce. Colman's mustard, the ultimate British condiment, is to be toned down, with a milder US hot dog-style version.
With record temperatures hitting the UK this summer, it is perhaps no surprise that one of the UK's favourite fiery condiments has plans to cool down.
Colman's Mustard is to launch a milder version of its famous yellow paste that is said to be more in line with that of American-style hot dog sauce.
But while the heat level will be 'mellowed', the company has assured customers that the range will retain its traditional mustard flavour.
Hannah Webb, Colman's brand manager, said the new sauce could be used alongside a wider range of foods.
She added: 'This new taste profile is designed to open more usage occasions for the brand, ultimately growing the category.
'We're confident that the more mellow flavour will appeal to new consumers, especially families and the younger shopper who we know are attracted to lighter tasting mustard.'
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The firm said that its new mild mustard will go on sale from July 1 at £1.59 for a 170g jar. It also stressed that there would be no change to the original English Mustard variety, which will retain its heat.
The mild flavour will be packaged in the traditional Colman's jar, but with a light yellow label to indicate its softer flavour.